Prof. Daniel Kahneman: "Thinking, Fast and Slow"

Nobel Laureate Daniel Kahneman helped found the field of Behavioral Economics and his book is the best not-too–technical summary of research on dual process theory. In this talk, Kahneman provides a comprehensive summary of the book’s concepts. You can also read an excerpt here.

After learning of the mind’s two systems, consider whether your product appeals to System 1 (reactions, emotion) or System 2 (conscious deliberation).