Our Science

System One and System Two


It also makes judgements about things such as what we think about other people when we first meet them. It makes judgements about things such as whether or not the person is a threat, how attractive they are and how able.

It uses a vast store of information based on the totality of our experience and continually pattern matches real time situations with memories. It does not need to find an exact match but uses heuristics. The ACC is part of System One.

System Two is the smaller part of the brain and is our conscious, logical processing unit.

Rather than being heuristic it is algorithmic. It is resource intensive and often used to' logicalise' decisions already taken by System One.

We often depend on System One because we are pre-programmed to do so. The analogy often used is that of the large Emotional Elephant, System One, being controlled, to a degree, by the smaller Rational Rider, System Two.

The scientific evidence is clear that having a visible property marking system is an effective crime deterrent. Simply seeing the signage indicating that steps have been taken to protect an item will put a potential thief off.

This engages both System One and System Two in dissuading a thief from making a decision to steal something.

According to Kahneman we are also victims of something called cognitive ease, we don't want to really think about the hard questions. We will look for an easier question to answer.

So when a thief sees the brand he knows, even on first sight that the item is being protected by something. It is easier to decide to find something that is not protected rather than take the risk.

Prospect Theory also says that in decision making under risk people will place a higher probability than they should do on an unlikely event happening.