The consensus regarding quantum measurements rests on two statements: (i) von Neumann's standard quantum measurement theory leaves undetermined the basis in which observables are measured, and (ii) the environmental decoherence of the measuring device (the "meter") unambiguously determines the measuring ("pointer") basis. The latter statement means that the environment monitors (measures) selected observables of the meter and (indirectly) of the system. Equivalently, a measured quantum state must end up in one of the "pointer states" that persist in the presence of the environment. We find that, unless we restrict ourselves to projective measurements, decoherence does not necessarily determine the pointer basis of the meter. Namely, generalized measurements commonly allow the observer to choose from a multitude of alternative pointer bases that provide the same information on the observables, regardless of decoherence. By contrast, the measured observable does not depend on the pointer basis, whether in the presence or in the absence of decoherence. These results grant further support to our notion of Quantum Lamarckism, whereby the observer's choices play an indispensable role in quantum mechanics.
Keywords: Quantum Lamarckism; decoherence; pointer states; quantum measurements; the observer in quantum mechanics.