Stuart Lutzenhiser's Reviews > Thinking, Fast and Slow

Very interesting book taking you through the fact that we have two ways of making decisions. A fast but sometimes inaccurate pass at a decisions based upon matching to known or assumed patterns and a slower, more careful and analytical approach that is basically the lazy part of our brains. One helps us survive and the other helps us to succeed. This leads to lots of interesting decisions that people make when they only rely on system 1 but are unaware that system 1 is the one making the decision. Alot of work in marketing, politics, etc goes into framing an issue or a question so that most people's system 1 pushes the decision in the direction you are trying to manipulate. Some of this seemed so common sense it is interesting that it is relatively new research (in the author's lifetime). Great read for those interested in marketing or data or how the brain makes decisions.