UNCONSCIOUS THINKING

摘要

Back in 1974, a seminal year for health and safety, Daniel Kahneman and his partner Amos Tversky made a groundbreaking discovery while researching why humans struggle to think statistically. They identified that the human brain was capable of taking mental shortcuts to solve problems or issues that we are faced with. A 'heuristic', to give them their proper name, is by Kahneman's definition: "A simple procedure that helps find adequate, though often imperfect, answers to difficult questions." Heuristics are the little 'rules of thumb' that allow us to quickly process and conclude an efficient decision without having to pore over information or deliberate what our course of action should be.