Abstract
Since the publication of Daniel Kahneman's Thinking Fast and Slow in 2012, there has been an explosion of interest in System 1 versus System 2 thinking (aka dual process theory)and its applications to marketing in particular. But what if we have it wrong? Are we using the latest and best science appropriately? The conventional wisdom is that most decisions are made by System 1, and only occasionally does System 2 kick in to override System 1. Additionally, System 1 decisions are thought to be very resilient, and the biases impossible to...