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The seven myths of system 1 thinking
- 1. 1 Jan 2013 The Seven Myths of System 1 Thinking
- 2. Your Customers’ Decisions are the Foundation on Which Your Business Rests If you understand decision-making better Your research, advertising, design, innovation and strategic planning will be on much firmer ground A Simple Premise of Daniel Kahneman’s Our intuitive, instinctive “System 1” thinking plays a far larger part in decision making than our more considered “System 2”
- 3. System 1 has greater processing power (and is less effortful) System 2 System 1 Zimmerman, M. (1989) "The Nervous System in the Context of Information Theory". 11,000,000 bit/sec 50 bit/sec “We are not thinking machines that feel; we are feeling machines that think” Antonio Damasio
- 4. Human behaviour driven by two decision-making Systems, 1 & 2 … Logical Slow Rule based Tiring Considered System 2 Intuitive Fast Emotional Effortless Automatic System 1 e=mc2
Hinweis der Redaktion
- Indeed all the neuroscience supports the idea that this is not the same as the “right brain”/”left brain” idea we all know – which implies rational vs creative is 50/50 – but in processing power it is really 11 million bits plays 50 – so not very equal at all…..As Kahneman himself says - “People are not accustomed to thinking hard, and are often content to trust a plausible judgement that quickly comes to mind.” Daniel Kahnemann, Nobel Prize Winner