The Behavioral Economics in Marketing’s Podcast Dual process theory | Definition Minute | Behavioral Economics in Marketing Podcast
Jan 8, 2023
A quick tour of dual process theory and the two modes of thinking that shape decisions. Short, punchy examples show when intuitive, automatic thought takes over and when slow, deliberate reasoning kicks in. The mini-format keeps definitions crisp and practical for marketers.
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Two Modes Of Thinking
- Dual process theory describes two distinct thinking systems: fast, automatic System 1 and slow, effortful System 2.
- System 2 engages when System 1 cannot provide an answer and requires working memory and deliberate effort.
Characteristics Of System 1 And 2
- System 1 is implicit, automatic, emotional, and fast while System 2 is explicit, logical, deliberate, and slow.
- System 1 handles tasks without working memory; System 2 is mobilized for novel or difficult problems.
Everyday Examples That Differentiate Systems
- Sandra gives concrete examples showing which system handles which task, like 2+2 and billboard reading for System 1.
- She contrasts that with difficult math, narrow parking, or tax returns mobilizing System 2.