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. 2010 Oct;14(10):435-40.
doi: 10.1016/j.tics.2010.07.004. Epub 2010 Aug 7.

Associative processes in intuitive judgment

Carey K Morewedge  1 , Daniel Kahneman
Affiliations

Associative processes in intuitive judgment

Carey K Morewedge et al. Trends Cogn Sci. 2010 Oct.

Abstract

Dual-system models of reasoning attribute errors of judgment to two failures: the automatic operations of a 'System 1' generate a faulty intuition, which the controlled operations of a 'System 2' fail to detect and correct. We identify System 1 with the automatic operations of associative memory and draw on research in the priming paradigm to describe how it operates. We explain how three features of associative memory--associative coherence, attribute substitution and processing fluency--give rise to major biases of intuitive judgment. Our article highlights both the ability of System 1 to create complex and skilled judgments and the role of the system as a source of judgment errors.

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Figure 1
Figure 1
Causes and judgmental consequences of processing fluency.
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