Disrupting Dual Systems: A Dynamic Decision-Making Framework for Human Behavior
Oct 13, 2020
Argues that Dual Process Theory (DPT) misrepresents the complex and adaptive nature of decision-making process. The simplification of distinct System 1 (automatic) and System 2 (reflective) processes can mislead those who seek to change existing or create new behaviors. In most cases, consumer preferences are constructed based on the information available in a specific decision context.