The consumer with two brains: how buying choices are made

Tim Reid

The article discusses the “pivotal” academic theory of decision-making known as two-system thinking. This proposes two minds working together in a single brain, analogous two a dual-core chip in a computer.

The consumer with two brains: how buying choices are made

Tim Reid

How do peope make decisions? It's a question that advertising and marketing have been addressing since they began.

Academic psychology has looked at it too, referring to it as the rationality debate. It is recognised that decision-making is not rational, but how, exactly, does it differ from the rational?

Progress on this has been made. One of the more prominent academics involved in the rationality debate, Professor Daniel Kahneman, won the Nobel Prize for his work on how people make decisions in 2002. There is one concept that...

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