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Reason and Intuition

Reason and Intuition

The human brain processes information for decision-making using one of two routes: an intuitive system and a rational system (Epstein, 1994; popularized by Kahneman, 2011 as System 1 and System 2, respectively). The intuitive system is quick, impulsive, and operates with minimal effort, relying on emotions or habits to provide cues for what to do next, while the rational system is logical, analytical, deliberate, and methodical. Research in neuropsychology suggests that the brain can only use...

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Related Experiment Video

Updated: May 23, 2026

Electroencephalographic, Heart Rate, and Galvanic Skin Response Assessment for an Advertising Perception Study: Application to Antismoking Public Service Announcements

Electroencephalographic, Heart Rate, and Galvanic Skin Response Assessment for an Advertising Perception Study: Application to Antismoking Public Service Announcements

Published on: August 28, 2017

Neuroeconomics

Paul E M Phillips¹, Jeansok J Kim, Daeyeol Lee

¹Psychiatry and Behavioral Sciences, University of Washington Seattle, WA, USA.

Frontiers in Behavioral Neuroscience

|April 6, 2012

Summary

No abstract available in PubMed .

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