Reason, Emotion and Consumption

One of the frustrations with writing a science book is that you keep on bumping into brand new research that you want to include. That's precisely what happened to me when I read this just published paper in the Journal of Consumer Research by Leonard Lee, Dan Ariely, and On Amir. The behavioral economists were interested in evaluating which decision-making system - the slow rational, deliberate approach (System 1) or the fast, emotional, instinctive approach (System 2) - was best suited for eve