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A glimpse into the mind of the South African shopper in the moment

By Lara-Anne Derbyshire The thing is, you have considered all of this already, without really realising it. You have experienced two different systems of thinking that we all apply daily as our brains receive and experience information. According to the psychologist Daniel Kahneman, these two systems are known as System I thinking and System II thinking. These are two distinct modes of decision-making: System I is an automatic, fast and often unconscious way of thinking. It is autonomous and efficient, requiring little energy or attention, but is prone to biases and systematic errors. System II is an effortful, slow…

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