HOW CAN DUAL

SYSTEMS MODELS By Patricia Nkongo

EXPLAIN HOW
HUMANS ACT ?
WHAT IS A DUAL SYSTEM
MODEL ?
A dual system model, also known as the maturational imbalance model, is a concept
that individuals have two different sets of decision making processes. The concept
was developed by Daniel Kahneman and popularized in his book “Thinking, fast and
slow” (2011)
 The first is impulsive, fast, emotional and acts without thinking and also relies on
past knowledge and experience. If our impulsive nature reacts strongest, we can
pursue irrational decisions like purchasing “impulsive buys” which offer a poor
return.
 The second element of our decision making system is a more cognitive, deliberate,
thinking process which can take in a greater range of data than just our own
experience.
THE IMPULSIVE MODEL
The dual system model explains that humans are likely to react impulsively,
following their emotions and their past experiences. This is outlines the idea of
humans being irrational and making irrational decisions as well.
Example: Buying something to show off when it is useless.
Refusing to buy a good based on your past experience.
THE DELIBERATE MODEL
The deliberate model takes in consideration all the data that is linked to the purchase
of a good or service. Using facts and evidence to take a decision guarantees that a
good decision is made. However, most of the time, people follow the impulsive
model and end up regretting.