Dual process theory and the context of choice: Comments on Dhar and Gorlin†

Abstract

Dhar and Gorlin show that default-interventionist dual-process theory differentially classifies several effects in the consumer choice literature and makes differential predictions across a variety of manipulations. One of the most startling differential classifications in their model is that it drives a wedge between the attraction and enhancement effects, because they arise from System 1 and System 2, respectively. System-2 bias effects explain why sometimes less complex organisms (nonhumans, human children) can display more normative behavior than human adults. Such a finding does not at all undermine the heuristics and biases research tradition, as is sometimes argued.