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Thinking and Deciding

Author
Alexander Chernev
Published
Wed 06 Aug 2025
Episode Link
https://chernev.com/customerscience

This episode introduces the two main systems of thinking—automatic (System 1) and deliberate (System 2)—and how they shape our decisions. It explores how intuition often drives everyday choices, while deliberate reasoning is used when stakes are high or when we’re uncertain. The discussion highlights how both systems interact and how recognizing their roles can improve decision quality.

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