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- I hope to enrich the vocabulary people use when talking abt the judgments & choices of others, a company’s new policies, or a colleague’s investment decisions. Why be concerned w/ gossip? Because it's much easier, and far more enjoyable, to identify & label the mistakes of others than to recognize our own. Questioning what we believe & want is difficult at the best of times, and esp difficult when we most need to do it, but we can benefit from the informed opinions of others. Many of us spontaneously anticipate how friends & colleagues will evaluate our choices; the quality & content of these anticipated judgments therefore matters. The expectation of intelligent gossip is a powerful motive for serious self-criticism, more powerful than new year resolutions to improve one’s decision making at work & at home.
- Learning medicine consists in part of learning the language of medicine. A deeper understanding of judgments and choices also requires a richer vocabulary than is available in everyday language. The hope for informed gossip is that there are distinctive patterns in the errors people make. Systematic errors are known as biases, and they recur predictably in particular circumstances. When the handsome and confident speaker bounds onto the stage, for example, you can anticipate that the audience will judge his comments more favorably than he deserves. The availability of a diagnostic label for this bias—the halo effect—makes it easier to anticipate, recognize, and understand.
- When you are asked what you are thinking about, you can normally answer. You believe you know what goes on in your mind, which often consists of one conscious thought leading in an orderly way to another. But that is not the only way the mind works, nor indeed is that the typical way. Most impressions and thoughts arise in your conscious experience without your knowing how they got there. You cannot trace how you came to the belief that there is a lamp on the desk in front of you, or how you detected a hint of irritation in your spouse’s voice on the telephone, or how you managed to avoid a threat on the road before you became consciously aware of it. The mental work that produces impressions, intuitions, and many decisions goes on in silence in our mind.
- We are often confident even when we are wrong, and an objective observer is more likely to detect our errors than we are.
- So this is my aim for watercooler conversations: improve the ability to identify and understand errors of judgment and choice, in others and eventually in ourselves, by providing a richer and more precise language to discuss them. In at least some cases, an accurate diagnosis may suggest an intervention to limit the damage that bad judgments and choices often cause.
- We already knew that people are good intuitive grammarians: at age four a child effortlessly conforms to the rules of grammar as she speaks, although she has no idea that such rules exist.
- Indeed, one of the great joys I found in the collaboration was that Amos frequently saw the point of my vague ideas much more clearly than I did. Amos was the more logical thinker, with an orientation to theory and an unfailing sense of direction. I was more intuitive and rooted in the psychology of perception, from which we borrowed many ideas. We were sufficiently similar to understand each other easily, and sufficiently different to surprise each other. We developed a routine in which we spent much of our working days together, often on long walks. For the next fourteen years our collaboration was the focus of our lives, and the work we did together during those years was the best either of us ever did.
- Social scientists in the 1970s broadly accepted two ideas about human nature. First, people are generally rational, and their thinking is normally sound. Second, emotions such as fear, affection, and hatred explain most of the occasions on which people depart from rationality. Our article challenged both assumptions without discussing them directly. We documented systematic errors in the thinking of normal people, and we traced these errors to the design of the machinery of cognition rather than to the corruption of thought by emotion.
- For example, students of policy have noted that the availability heuristic helps explain why some issues are highly salient in the public’s mind while others are neglected. People tend to assess the relative importance of issues by the ease with which they are retrieved from memory—and this is largely determined by the extent of coverage in the media. Frequently mentioned topics populate the mind even as others slip away from awareness. In turn, what the media choose to report corresponds to their view of what is currently on the public’s mind. It is no accident that authoritarian regimes exert substantial pressure on independent media.
- A recurrent theme of this book is that luck plays a large role in every story of success; it is almost always easy to identify a small change in the story that would have turned a remarkable achievement into a mediocre outcome. Our story was no exception.
- By and large, though, the idea that our minds are susceptible to systematic errors is now generally accepted.
- Here again, as in judgment, we observed systematic biases in our own decisions, intuitive preferences that consistently violated the rules of rational choice.
- Expert intuition strikes us as magical, but it is not. Indeed, each of us performs feats of intuitive expertise many times each day. Most of us are pitch-perfect in detecting anger in the first word of a telephone call, recognize as we enter a room that we were the subject of the conversation, and quickly react to subtle signs that the driver of the car in the next lane is dangerous. Our everyday intuitive abilities are no less marvelous than the striking insights of an experienced firefighter or physician—only more common.
- The psychology of accurate intuition involves no magic. Perhaps the best short statement of it is by the great Herbert Simon, who studied chess masters and showed that after thousands of hours of practice they come to see the pieces on the board differently from the rest of us. You can feel Simon’s impatience with the mythologizing of expert intuition when he writes: “The situation has provided a cue; this cue has given the expert access to information stored in memory, and the information provides the answer. Intuition is nothing more and nothing less than recognition.”
- An important advance is that emotion now looms much larger in our understanding of intuitive judgments and choices than it did in the past. The executive’s decision would today be described as an example of the affect heuristic, where judgments and decisions are guided directly by feelings of liking and disliking, with little deliberation or reasoning.
- When the question is difficult and a skilled solution is not available, intuition still has a shot: an answer may come to mind quickly—but it is not an answer to the original question. The question that the executive faced (should I invest in Ford stock?) was difficult, but the answer to an easier and related question (do I like Ford cars?) came readily to his mind and determined his choice. This is the essence of intuitive heuristics: when faced with a difficult question, we often answer an easier one instead, usually without noticing the substitution.
- The spontaneous search for an intuitive solution sometimes fails—neither an expert solution nor a heuristic answer comes to mind. In such cases we often find ourselves switching to a slower, more deliberate and effortful form of thinking. This is the slow thinking of the title. Fast thinking includes both variants of intuitive thought—the expert and the heuristic—as well as the entirely automatic mental activities of perception and memory, the operations that enable you to know there is a lamp on your desk or retrieve the name of the capital of Russia.
- I describe mental life by the metaphor of two agents, called System 1 and System 2, which respectively produce fast and slow thinking. I speak of the features of intuitive and deliberate thought as if they were traits and dispositions of two characters in your mind. In the picture that emerges from recent research, the intuitive System 1 is more influential than your experience tells you, and it is the secret author of many of the choices and judgments you make. Most of this book is about the workings of System 1 and the mutual influences between it and System 2.
- The book is divided into five parts. Part 1 presents the basic elements of a two-systems approach to judgment and choice. It elaborates the distinction between the automatic operations of System 1 and the controlled operations of System 2, and shows how associative memory, the core of System 1, continually constructs a coherent interpretation of what is going on in our world at any instant. I attempt to give a sense of the complexity and richness of the automatic and often unconscious processes that underlie intuitive thinking, and of how these automatic processes explain the heuristics of judgment. A goal is to introduce a language for thinking and talking about the mind.
- ...a puzzling limitation of our mind: our excessive confidence in what we believe we know, and our apparent inability to acknowledge the full extent of our ignorance and the uncertainty of the world we live in. We are prone to overestimate how much we understand about the world and to underestimate the role of chance in events. Overconfidence is fed by the illusory certainty of hindsight... I hope for watercooler conversations that intelligently explore the lessons that can be learned from the past while resisting the lure of hindsight and the illusion of certainty.
- Subsequent chapters address several ways human choices deviate from the rules of rationality. I deal with the unfortunate tendency to treat problems in isolation, and with framing effects, where decisions are shaped by inconsequential features of choice problems. These observations, which are readily explained by the features of System 1, present a deep challenge to the rationality assumption favored in standard economics.
- Part 5 describes recent research that has introduced a distinction between two selves, the experiencing self and the remembering self, which do not have the same interests. For example, we can expose people to two painful experiences. One of these experiences is strictly worse than the other, because it is longer. But the automatic formation of memories—a feature of System 1—has its rules, which we can exploit so that the worse episode leaves a better memory. When people later choose which episode to repeat, they are, naturally, guided by their remembering self and expose themselves (their experiencing self) to unnecessary pain. The distinction between two selves is applied to the measurement of well-being, where we find again that what makes the experiencing self happy is not quite the same as what satisfies the remembering self. How two selves within a single body can pursue happiness raises some difficult questions, both for individuals and for societies that view the well-being of the population as a policy objective.
- You experienced slow thinking as you proceeded through a sequence of steps. You first retrieved from memory the cognitive program for multiplication that you learned in school, then you implemented it. Carrying out the computation was a strain. You felt the burden of holding much material in memory, as you needed to keep track of where you were and of where you were going, while holding on to the intermediate result. The process was mental work: deliberate, effortful, and orderly—a prototype of slow thinking. The computation was not only an event in your mind; your body was also involved. Your muscles tensed up, your blood pressure rose, and your heart rate increased. Someone looking closely at your eyes while you tackled this problem would have seen your pupils dilate. Your pupils contracted back to normal size as soon as you ended your work—when you found the answer (which is 408, by the way) or when you gave up.
- System 1 operates automatically and quickly, with little or no effort and no sense of voluntary control. System 2 allocates attention to the effortful mental activities that demand it, including complex computations. The operations of System 2 are often associated with the subjective experience of agency, choice, and concentration.
- When we think of ourselves, we identify with System 2, the conscious, reasoning self that has beliefs, makes choices, and decides what to think about and what to do. Although System 2 believes itself to be where the action is, the automatic System 1 is the hero of the book. I describe System 1 as effortlessly originating impressions and feelings that are the main sources of the explicit beliefs and deliberate choices of System 2. The automatic operations of System 1 generate surprisingly complex patterns of ideas, but only the slower System 2 can construct thoughts in an orderly series of steps. I also describe circumstances in which System 2 takes over, overruling the freewheeling impulses and associations of System 1. You will be invited to think of the two systems as agents with their individual abilities, limitations, and functions.
- The authors note that the most remarkable observation of their study is that people find its results very surprising. Indeed, the viewers who fail to see the gorilla are initially sure that it was not there—they cannot imagine missing such a striking event. The gorilla study illustrates two important facts about our minds: we can be blind to the obvious, and we are also blind to our blindness.
- System 1 has biases, however, systematic errors that it is prone to make in specified circumstances. As we shall see, it sometimes answers easier questions than the one it was asked, and it has little understanding of logic and statistics. One further limitation of System 1 is that it cannot be turned off. If you are shown a word on the screen in a language you know, you will read it—unless your attention is totally focused elsewhere.
- One of the tasks of System 2 is to overcome the impulses of System 1. In other words, System 2 is in charge of self-control.
- But you still see the bottom line as longer. You have chosen to believe the measurement, but you cannot prevent System 1 from doing its thing; you cannot decide to see the lines as equal, although you know they are. To resist the illusion, there is only one thing you can do: you must learn to mistrust your impressions of the length of lines when fins are attached to them. To implement that rule, you must be able to recognize the illusory pattern and recall what you know about it. If you can do this, you will never again be fooled by the Müller-Lyer illusion. But you will still see one line as longer than the other.
- Because System 1 operates automatically and cannot be turned off at will, errors of intuitive thought are often difficult to prevent. Biases cannot always be avoided, because System 2 may have no clue to the error. Even when cues to likely errors are available, errors can be prevented only by the enhanced monitoring and effortful activity of System 2. As a way to live your life, however, continuous vigilance is not necessarily good, and it is certainly impractical. Constantly questioning our own thinking would be impossibly tedious, and System 2 is much too slow and inefficient to serve as a substitute for System 1 in making routine decisions. The best we can do is a compromise: learn to recognize situations in which mistakes are likely and try harder to avoid significant mistakes when the stakes are high. The premise of this book is that it is easier to recognize other people’s mistakes than our own.
- “This is your System 1 talking. Slow down and let your System 2 take control.”
- ...I found an article in Scientific American in which the psychologist Eckhard Hess described the pupil of the eye as a window to the soul. I reread it recently and again found it inspiring. It begins with Hess reporting that his wife had noticed his pupils widening as he watched beautiful nature pictures, and it ends with two striking pictures of the same good-looking woman, who somehow appears much more attractive in one than in the other. There is only one difference: the pupils of the eyes appear dilated in the attractive picture and constricted in the other. Hess also wrote of belladonna, a pupil-dilating substance that was used as a cosmetic, and of bazaar shoppers who wear dark glasses in order to hide their level of interest from merchants.
- ...the pupils are sensitive indicators of mental effort—they dilate substantially when people multiply two-digit numbers, and they dilate more if the problems are hard than if they are easy. His observations indicated that the response to mental effort is distinct from emotional arousal.
- During a mental multiplication, the pupil normally dilated to a large size within a few seconds and stayed large as long as the individual kept working on the problem; it contracted immediately when she found a solution or gave up. As we watched from the corridor, we would sometimes surprise both the owner of the pupil and our guests by asking, “Why did you stop working just now?” The answer from inside the lab was often, “How did you know?” to which we would reply, “We have a window to your soul.”
- System 2 and the electrical circuits in your home both have limited capacity, but they respond differently to threatened overload. A breaker trips when the demand for current is excessive, causing all devices on that circuit to lose power at once. In contrast, the response to mental overload is selective and precise: System 2 protects the most important activity, so it receives the attention it needs; “spare capacity” is allocated second by second to other tasks.
- Effort is required to maintain simultaneously in memory several ideas that require separate actions, or that need to be combined according to a rule—rehearsing your shopping list as you enter the supermarket, choosing between the fish and the veal at a restaurant, or combining a surprising result from a survey with the information that the sample was small, for example. System 2 is the only one that can follow rules, compare objects on several attributes, and make deliberate choices between options. The automatic System 1 does not have these capabilities. System 1 detects simple relations (“they are all alike,” “the son is much taller than the father”) and excels at integrating information about one thing, but it does not deal with multiple distinct topics at once, nor is it adept at using purely statistical information. System 1 will detect that a person described as “a meek and tidy soul, with a need for order and structure, and a passion for detail” resembles a caricature librarian, but combining this intuition with knowledge about the small number of librarians is a task that only System 2 can perform—if System 2 knows how to do so, which is true of few people.
- Time pressure is another driver of effort... Like a juggler with several balls in the air, you cannot afford to slow down; the rate at which material decays in memory forces the pace, driving you to refresh and rehearse information before it is lost. Any task that requires you to keep several ideas in mind at the same time has the same hurried character. Unless you have the good fortune of a capacious working memory, you may be forced to work uncomfortably hard. The most effortful forms of slow thinking are those that require you to think fast.
- It is normally easy and actually quite pleasant to walk and think at the same time, but at the extremes these activities appear to compete for the limited resources of System 2. You can confirm this claim by a simple experiment. While walking comfortably with a friend, ask him to compute 23 × 78 in his head, and to do so immediately. He will almost certainly stop in his tracks. My experience is that I can think while strolling but cannot engage in mental work that imposes a heavy load on short-term memory. If I must construct an intricate argument under time pressure, I would rather be still, and I would prefer sitting to standing. Of course, not all slow thinking requires that form of intense concentration and effortful computation—I did the best thinking of my life on leisurely walks with Amos.
- Accelerating beyond my strolling speed completely changes the experience of walking, because the transition to a faster walk brings about a sharp deterioration in my ability to think coherently. As I speed up, my attention is drawn with increasing frequency to the experience of walking and to the deliberate maintenance of the faster pace. My ability to bring a train of thought to a conclusion is impaired accordingly. At the highest speed I can sustain on the hills, about 14 minutes for a mile, I do not even try to think of anything else. In addition to the physical effort of moving my body rapidly along the path, a mental effort of self-control is needed to resist the urge to slow down. Self-control and deliberate thought apparently draw on the same limited budget of effort.
- People who experience flow describe it as “a state of effortless concentration so deep that they lose their sense of time, of themselves, of their problems,” and their descriptions of the joy of that state are so compelling that Csikszentmihalyi has called it an “optimal experience.” Many activities can induce a sense of flow, from painting to racing motorcycles—and for some fortunate authors I know, even writing a book is often an optimal experience. Flow neatly separates the two forms of effort: concentration on the task and the deliberate control of attention. Riding a motorcycle at 150 miles an hour and playing a competitive game of chess are certainly very effortful. In a state of flow, however, maintaining focused attention on these absorbing activities requires no exertion of self-control, thereby freeing resources to be directed to the task at hand.
- People who are cognitively busy are also more likely to make selfish choices, use sexist language, and make superficial judgments in social situations. Memorizing and repeating digits loosens the hold of System 2 on behavior, but of course cognitive load is not the only cause of weakened self-control. A few drinks have the same effect, as does a sleepless night. The self-control of morning people is impaired at night; the reverse is true of night people. Too much concern about how well one is doing in a task sometimes disrupts performance by loading short-term memory with pointless anxious thoughts. The conclusion is straightforward: self-control requires attention and effort.
- A disturbing demonstration of depletion effects in judgment was recently reported in the Proceedings of the National Academy of Sciences. The unwitting participants in the study were eight parole judges in Israel... (The default decision is denial of parole; only 35% of requests are approved. The exact time of each decision is recorded, and the times of the judges’ three food breaks—morning break, lunch, and afternoon break—during the day are recorded as well.) The authors of the study plotted the proportion of approved requests against the time since the last food break. The proportion spikes after each meal, when about 65% of requests are granted. During the two hours or so until the judges’ next feeding, the approval rate drops steadily, to about zero just before the meal. As you might expect, this is an unwelcome result and the authors carefully checked many alternative explanations. The best possible account of the data provides bad news: tired and hungry judges tend to fall back on the easier default position of denying requests for parole.
- Intelligence is not only the ability to reason; it is also the ability to find relevant material in memory and to deploy attention when needed. Memory function is an attribute of System 1. However, everyone has the option of slowing down to conduct an active search of memory for all possibly relevant facts—just as they could slow down to check the intuitive answer in the bat-and-ball problem. The extent of deliberate checking and search is a characteristic of System 2, which varies among individuals.
- About half the children managed the feat of waiting for 15 minutes, mainly by keeping their attention away from the tempting reward. Ten or fifteen years later, a large gap had opened between those who had resisted temptation and those who had not. The resisters had higher measures of executive control in cognitive tasks, and especially the ability to reallocate their attention effectively. As young adults, they were less likely to take drugs. A significant difference in intellectual aptitude emerged: the children who had shown more self-control as four-year-olds had substantially higher scores on tests of intelligence.
- The testers found that training attention not only improved executive control; scores on nonverbal tests of intelligence also improved and the improvement was maintained for several months. Other research by the same group identified specific genes that are involved in the control of attention, showed that parenting techniques also affected this ability, and demonstrated a close connection between the children’s ability to control their attention and their ability to control their emotions.
- Frederick’s findings suggest that the characters of our psychodrama have different “personalities.” System 1 is impulsive and intuitive; System 2 is capable of reasoning, and it is cautious, but at least for some people it is also lazy. We recognize related differences among individuals: some people are more like their System 2; others are closer to their System 1.
- He draws a sharp distinction between two parts of System 2—indeed, the distinction is so sharp that he calls them separate “minds.” One of these minds (he calls it algorithmic) deals with slow thinking and demanding computation. Some people are better than others in these tasks of brain power—they are the individuals who excel in intelligence tests and are able to switch from one task to another quickly and efficiently. However, Stanovich argues that high intelligence does not make people immune to biases. Another ability is involved, which he labels rationality. Stanovich’s concept of a rational person is similar to what I earlier labeled “engaged.” The core of his argument is that rationality should be distinguished from intelligence. In his view, superficial or “lazy” thinking is a flaw in the reflective mind, a failure of rationality. This is an attractive and thought-provoking idea. In support of it, Stanovich and his colleagues have found that the bat-and-ball question and others like it are somewhat better indicators of our susceptibility to cognitive errors than are conventional measures of intelligence, such as IQ tests. Time will tell whether the distinction between intelligence and rationality can lead to new discoveries.
- An odd feature of what happened is that your System 1 treated the mere conjunction of two words as representations of reality. Your body reacted in an attenuated replica of a reaction to the real thing, and the emotional response and physical recoil were part of the interpretation of the event. As cognitive scientists have emphasized in recent years, cognition is embodied; you think with your body, not only with your brain.
- Another major advance in our understanding of memory was the discovery that priming is not restricted to concepts and words. You cannot know this from conscious experience, of course, but you must accept the alien idea that your actions and your emotions can be primed by events of which you are not even aware. In an experiment that became an instant classic, the psychologist John Bargh and his collaborators asked students at New York University—most aged eighteen to twenty-two—to assemble four-word sentences from a set of five words (for example, “finds he it yellow instantly”). For one group of students, half the scrambled sentences contained words associated with the elderly, such as Florida, forgetful, bald, gray, or wrinkle. When they had completed that task, the young participants were sent out to do another experiment in an office down the hall. That short walk was what the experiment was about. The researchers unobtrusively measured the time it took people to get from one end of the corridor to the other. As Bargh had predicted, the young people who had fashioned a sentence from words with an elderly theme walked down the hallway significantly more slowly than the others. The “Florida effect” involves two stages of priming. First, the set of words primes thoughts of old age, though the word old is never mentioned; second, these thoughts prime a behavior, walking slowly, which is associated with old age. All this happens without any awareness. When they were questioned afterward, none of the students reported noticing that the words had had a common theme, and they all insisted that nothing they did after the first experiment could have been influenced by the words they had encountered. The idea of old age had not come to their conscious awareness, but their actions had changed nevertheless. This remarkable priming phenomenon—the influencing of an action by the idea—is known as the ideomotor effect. Although you surely were not aware of it, reading this paragraph primed you as well. If you had needed to stand up to get a glass of water, you would have been slightly slower than usual to rise from your chair—unless you happen to dislike the elderly, in which case research suggests that you might have been slightly faster than usual!
- Reciprocal links are common in the associative network. For example, being amused tends to make you smile, and smiling tends to make you feel amused.
- Those who nodded (a yes gesture) tended to accept the message they heard, but those who shook their head tended to reject it. Again, there was no awareness, just a habitual connection between an attitude of rejection or acceptance and its common physical expression. You can see why the common admonition to “act calm and kind regardless of how you feel” is very good advice: you are likely to be rewarded by actually feeling calm and kind.
- Studies of priming effects have yielded discoveries that threaten our self-image as conscious and autonomous authors of our judgments and our choices. For instance, most of us think of voting as a deliberate act that reflects our values and our assessments of policies and is not influenced by irrelevancies. Our vote should not be affected by the location of the polling station, for example, but it is. A study of voting patterns in precincts of Arizona in 2000 showed that the support for propositions to increase the funding of schools was significantly greater when the polling station was in a school than when it was in a nearby location.
- The general theme of these findings is that the idea of money primes individualism: a reluctance to be involved with others, to depend on others, or to accept demands from others.
- findings suggest that living in a culture that surrounds us with reminders of money may shape our behavior and our attitudes in ways that we do not know about and of which we may not be proud. Some cultures provide frequent reminders of respect, others constantly remind their members of God, and some societies prime obedience by large images of the Dear Leader. Can there be any doubt that the ubiquitous portraits of the national leader in dictatorial societies not only convey the feeling that “Big Brother Is Watching” but also lead to an actual reduction in spontaneous thought and independent action?
- Some years ago, the psychologist Timothy Wilson wrote a book with the evocative title Strangers to Ourselves. You have now been introduced to that stranger in you, which may be in control of much of what you do, although you rarely have a glimpse of it. System 1 provides the impressions that often turn into your beliefs, and is the source of the impulses that often become your choices and your actions. It offers a tacit interpretation of what happens to you and around you, linking the present with the recent past and with expectations about the near future. It contains the model of the world that instantly evaluates events as normal or surprising. It is the source of your rapid and often precise intuitive judgments. And it does most of this without your conscious awareness of its activities. System 1 is also, as we will see in the following chapters, the origin of many of the systematic errors in your intuitions.
- “The world makes much less sense than you think. The coherence comes mostly from the way your mind works.”
- The word illusion brings visual illusions to mind, because we are all familiar with pictures that mislead. But vision is not the only domain of illusions; memory is also susceptible to them, as is thinking more generally.
- Jacoby nicely stated the problem: “The experience of familiarity has a simple but powerful quality of ‘pastness’ that seems to indicate that it is a direct reflection of prior experience.” This quality of pastness is an illusion. The truth is, as Jacoby and many followers have shown, that the name David Stenbill will look familiar when you see it because you will see it more clearly. Words that you have seen before become easier to see again—you can identify them better than other words when they are shown very briefly or masked by noise, and you will be quicker (by a few hundredths of a second) to read them than to read other words. In short, you experience greater cognitive ease in perceiving a word you have seen earlier, and it is this sense of ease that gives you the impression of familiarity.
- The impression of familiarity is produced by System 1, and System 2 relies on that impression for a true/false judgment.
- The lesson of figure 5 is that predictable illusions inevitably occur if a judgment is based on an impression of cognitive ease or strain. Anything that makes it easier for the associative machine to run smoothly will also bias beliefs. A reliable way to make people believe in falsehoods is frequent repetition, because familiarity is not easily distinguished from truth. Authoritarian institutions and marketers have always known this fact. But it was psychologists who discovered that you do not have to repeat the entire statement of a fact or idea to make it appear true. People who were repeatedly exposed to the phrase “the body temperature of a chicken” were more likely to accept as true the statement that “the body temperature of a chicken is 144°” (or any other arbitrary number). The familiarity of one phrase in the statement sufficed to make the whole statement feel familiar, and therefore true. If you cannot remember the source of a statement, and have no way to relate it to other things you know, you have no option but to go with the sense of cognitive ease.
- More advice: if your message is to be printed, use high-quality paper to maximize the contrast between characters and their background. If you use color, you are more likely to be believed if your text is printed in bright blue or red than in middling shades of green, yellow, or pale blue.
- As expected, easily pronounced words evoke a favorable attitude. Companies with pronounceable names dmisorrectlo better than others for the first week after the stock is issued, though the effect disappears over time. Stocks with pronounceable trading symbols (like KAR or LUNMOO) outperform those with tongue-twisting tickers like PXG or RDO—and they appear to retain a small advantage over some time. A study conducted in Switzerland found that investors believe that stocks with fluent names like Emmi, Swissfirst, and Comet will earn higher returns than those with clunky labels like Geberit and Ypsomed
- Mood evidently affects the operation of System 1: when we are uncomfortable and unhappy, we lose touch with our intuition.
- The main function of System 1 is to maintain and update a model of your personal world, which represents what is normal in it. The model is constructed by associations that link ideas of circumstances, events, actions, and outcomes that co-occur with some regularity, either at the same time or within a relatively short interval. As these links are formed and strengthened, the pattern of associated ideas comes to represent the structure of events in your life, and it determines your interpretation of the present as well as your expectations of the future.
- “How many animals of each kind did Moses take into the ark?” The number of people who detect what is wrong with this question is so small that it has been dubbed the “Moses illusion.” Moses took no animals into the ark; Noah did. Like the incident of the wincing soup eater, the Moses illusion is readily explained by norm theory. The idea of animals going into the ark sets up a biblical context, and Moses is not abnormal in that context. You did not positively expect him, but the mention of his name is not surprising. It also helps that Moses and Noah have the same vowel sound and number of syllables. As with the triads that produce cognitive ease, you unconsciously detect associative coherence between “Moses” and “ark” and so quickly accept the question. Replace Moses with George W. Bush in this sentence and you will have a poor political joke but no illusion.
- The moral is significant: when System 2 is otherwise engaged, we will believe almost anything. System 1 is gullible and biased to believe, System 2 is in charge of doubting and unbelieving, but System 2 is sometimes busy, and often lazy. Indeed, there is evidence that people are more likely to be influenced by empty persuasive messages, such as commercials, when they are tired and depleted.
- The operations of associative memory contribute to a general confirmation bias. When asked, “Is Sam friendly?” different instances of Sam’s behavior will come to mind than would if you had been asked “Is Sam unfriendly?” A deliberate search for confirming evidence, known as positive test strategy, is also how System 2 tests a hypothesis. Contrary to the rules of philosophers of science, who advise testing hypotheses by trying to refute them, people (and scientists, quite often) seek data that are likely to be compatible with the beliefs they currently hold. The confirmatory bias of System 1 favors uncritical acceptance of suggestions and exaggeration of the likelihood of extreme and improbable events. If you are asked about the probability of a tsunami hitting California within the next thirty years, the images that come to your mind are likely to be images of tsunamis, in the manner Gilbert proposed for nonsense statements such as “whitefish eat candy.” You will be prone to overestimate the probability of a disaster
- Jumping to conclusions on the basis of limited evidence is so important to an understanding of intuitive thinking, and comes up so often in this book, that I will use a cumbersome abbreviation for it: WYSIATI, which stands for what you see is all there is. System 1 is radically insensitive to both the quality and the quantity of the information that gives rise to impressions and intuitions.
- It is the consistency of the information that matters for a good story, not its completeness. Indeed, you will often find that knowing little makes it easier to fit everything you know into a coherent pattern.
- Framing effects: Different ways of presenting the same information often evoke different emotions. The statement that “the odds of survival one month after surgery are 90%” is more reassuring than the equivalent statement that “mortality within one month of surgery is 10%.” Similarly, cold cuts described as “90% fat-free” are more attractive than when they are described as “10% fat.” The equivalence of the alternative formulations is transparent, but an individual normally sees only one formulation, and what she sees is all there is.
- Situations are constantly evaluated as good or bad, requiring escape or permitting approach. Good mood and cognitive ease are the human equivalents of assessments of safety and familiarity.
- Alex Todorov, my colleague at Princeton, has explored the biological roots of the rapid judgments of how safe it is to interact with a stranger. He showed that we are endowed with an ability to evaluate, in a single glance at a stranger’s face, two potentially crucial facts about that person: how dominant (and therefore potentially threatening) he is, and how trustworthy he is, whether his intentions are more likely to be friendly or hostile. The shape of the face provides the cues for assessing dominance: a “strong” square chin is one such cue. Facial expression (smile or frown) provides the cues for assessing the stranger’s intentions. The combination of a square chin with a turned-down mouth may spell trouble. The accuracy of face reading is far from perfect: round chins are not a reliable indicator of meekness, and smiles can (to some extent) be faked. Still, even an imperfect ability to assess strangers confers a survival advantage.
- Here again, the intention to perform one computation evoked another. And here again, the correct answer prevailed in the conflict, but the conflict with the irrelevant answer disrupted performance. In the next chapter we will see that the combination of a mental shotgun with intensity matching explains why we have intuitive judgments about many things that we know little about.
- A remarkable aspect of your mental life is that you are rarely stumped. True, you occasionally face a question such as 17 × 24 = ? to which no answer comes immediately to mind, but these dumbfounded moments are rare. The normal state of your mind is that you have intuitive feelings and opinions about almost everything that comes your way. You like or dislike people long before you know much about them; you trust or distrust strangers without knowing why; you feel that an enterprise is bound to succeed without analyzing it. Whether you state them or not, you often have answers to questions that you do not completely understand, relying on evidence that you can neither explain nor defend.
- I propose a simple account of how we generate intuitive opinions on complex matters. If a satisfactory answer to a hard question is not found quickly, System 1 will find a related question that is easier and will answer it. I call the operation of answering one question in place of another substitution.
- We see here a new side of the “personality” of System 2. Until now I have mostly described it as a more or less acquiescent monitor, which allows considerable leeway to System 1. I have also presented System 2 as active in deliberate memory search, complex computations, comparisons, planning, and choice. In the bat-and-ball problem and in many other examples of the interplay between the two systems, it appeared that System 2 is ultimately in charge, with the ability to resist the suggestions of System 1, slow things down, and impose logical analysis. Self-criticism is one of the functions of System 2. In the context of attitudes, however, System 2 is more of an apologist for the emotions of System 1 than a critic of those emotions—an endorser rather than an enforcer. Its search for information and arguments is mostly constrained to information that is consistent with existing beliefs, not with an intention to examine them. An active, coherence-seeking System 1 suggests solutions to an undemanding System 2.
- If you consider how much you should pay for a house, you will be influenced by the asking price. The same house will appear more valuable if its listing price is high than if it is low, even if you are determined to resist the influence of this number; and so on—the list of anchoring effects is endless. Any number that you are asked to consider as a possible solution to an estimation problem will induce an anchoring effect.
- By now you should be convinced that anchoring effects—sometimes due to priming, sometimes to insufficient adjustment—are everywhere. The psychological mechanisms that produce anchoring make us far more suggestible than most of us would want to be. And of course there are quite a few people who are willing and able to exploit our gullibility.
- We see the same strategy at work in the negotiation over the price of a home, when the seller makes the first move by setting the list price. As in many other games, moving first is an advantage in single-issue negotiations—for example, when price is the only issue to be settled between a buyer and a seller. As you may have experienced when negotiating for the first time in a bazaar, the initial anchor has a powerful effect. My advice to students when I taught negotiations was that if you think the other side has made an outrageous proposal, you should not come back with an equally outrageous counteroffer, creating a gap that will be difficult to bridge in further negotiations. Instead you should make a scene, storm out or threaten to do so, and make it clear—to yourself as well as to the other side—that you will not continue the negotiation with that number on the table.
- One of our projects was the study of what we called the availability heuristic. We thought of that heuristic when we asked ourselves what people actually do when they wish to estimate the frequency of a category, such as “people who divorce after the age of 60” or “dangerous plants.” The answer was straightforward: instances of the class will be retrieved from memory, and if retrieval is easy and fluent, the category will be judged to be large. We defined the availability heuristic as the process of judging frequency by “the ease with which instances come to mind.”
- The contest yielded a clear-cut winner: people who had just listed twelve instances rated themselves as less assertive than people who had listed only six. Furthermore, participants who had been asked to list twelve cases in which they had not behaved assertively ended up thinking of themselves as quite assertive! If you cannot easily come up with instances of meek behavior, you are likely to conclude that you are not meek at all. Self-ratings were dominated by the ease with which examples had come to mind. The experience of fluent retrieval of instances trumped the number retrieved.
- The estimates of causes of death are an almost direct representation of the activation of ideas in associative memory, and are a good example of substitution. But Slovic and his colleagues were led to a deeper insight: they saw that the ease with which ideas of various risks come to mind and the emotional reactions to these risks are inextricably linked. Frightening thoughts and images occur to us with particular ease, and thoughts of danger that are fluent and vivid exacerbate fear.
- Democracy is inevitably messy, in part because the availability and affect heuristics that guide citizens’ beliefs and attitudes are inevitably biased, even if they generally point in the right direction. Psychology should inform the design of risk policies that combine the experts’ knowledge with the public’s emotions and intuitions.
- Although it is common, prediction by representativeness is not statistically optimal. Michael Lewis’s bestselling Moneyball is a story about the inefficiency of this mode of prediction. Professional baseball scouts traditionally forecast the success of possible players in part by their build and look. The hero of Lewis’s book is Billy Beane, the manager of the Oakland A’s, who made the unpopular decision to overrule his scouts and to select players by the statistics of past performance. The players the A’s picked were inexpensive, because other teams had rejected them for not looking the part. The team soon achieved excellent results at low cost.
- When an incorrect intuitive judgment is made, System 1 and System 2 should both be indicted. System 1 suggested the incorrect intuition, and System 2 endorsed it and expressed it in a judgment. However, there are two possible reasons for the failure of System 2—ignorance or laziness. Some people ignore base rates because they believe them to be irrelevant in the presence of individual information. Others make the same mistake because they are not focused on the task. If frowning makes a difference, laziness seems to be the proper explanation of base-rate neglect, at least among Harvard undergrads. Their System 2 “knows” that base rates are relevant even when they are not explicitly mentioned, but applies that knowledge only when it invests special effort in the task.
- You surely understand in principle that worthless information should not be treated differently from a complete lack of information, but WY SIATI makes it very difficult to apply that principle. Unless you decide immediately to reject evidence (for example, by determining that you received it from a liar), your System 1 will automatically process the information available as if it were true. There is one thing you can do when you have doubts about the quality of the evidence: let your judgments of probability stay close to the base rate. Don’t expect this exercise of discipline to be easy—it requires a significant effort of self-monitoring and self-control.
- …the logic of how people should change their mind in the light of evidence. Bayes’s rule specifies how prior beliefs (in the examples of this chapter, base rates) should be combined with the diagnosticity of the evidence, the degree to which it favors the hypothesis over the alternative. For example, if you believe that 3% of graduate students are enrolled in computer science (the base rate), and you also believe that the description of Tom W is 4 times more likely for a graduate student in that field than in other fields, then Bayes’s rule says you must believe that the probability that Tom W is a computer scientist is now 11%. If the base rate had been 80%, the new degree of belief would be 94.1%. And so on.
- The word fallacy is used, in general, when people fail to apply a logical rule that is obviously relevant. Amos and I introduced the idea of a conjunction fallacy, which people commit when they judge a conjunction of two events (here, bank teller and feminist) to be more probable than one of the events (bank teller) in a direct comparison.
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