There's no great harm in that, of course, except to my bank balance and waistline. I might have found myself ordering that, without even thinking about it, even though I usually take just a black filter coffee. Let's say I'd walked into the cafe and seen a large picture of a foaming cappuccino and a cinnamon pastry. Often, we don't even realize that we've been primed. It works on us without us thinking about it rationally. But it could also be much more subtle.Īnd the key thing about priming is that it's a System One phenomenon. It could be something explicit, like an advert for a product. Priming is what happens when we see or hear something that influences our behavior in a certain way. And it can cause some interesting effects. The interplay between the two systems lies at the heart of human thought, even consciousness. And it takes a surprising amount of effort. It's the kind of rational, non-intuitive thinking that we use for analysis and problem solving. The decision to obey the red light, for example. System One covers all those near-instantaneous decisions that we don't even seem to think about at all. In fact, we have two distinct systems of thinking. For a start, we don't think the same way all the time. The book is packed with fascinating insights. But Kahneman's work on the psychology of decisions is what won him the Nobel Prize for Economics in 2002. OK, so it's not just about decision making. And Daniel Kahneman's classic " Thinking, Fast and Slow" is certainly the one to read. So a book about making decisions is right up my street. And my indecision annoys the heck out of everyone around me. I decide not to step into traffic when the light's against me, or mend the toaster while it's switched on.īut when I'm forced to weigh up more complex decisions, pull up a chair: it'll take a while. How have you got this old without being able to make decisions?" My Indecision Is Final Even whether you wanted a pastry with your coffee. Two, we know each other so well that she won't feel she needs to be polite. She has decades of evidence to back up her findings. "You know your most annoying flaw?" says my friend Sam, eyeing me critically over the rim of a coffee cup.
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