Page 47 - engage workbook

6 We human beings are not as rational as we like to

think we are. Our brains do not always pay attention as
closely as we think they do, and do not always make the video
right choices and decisions.

The brain is a biological machine that seeks to reduce
energy consumption through creating shortcuts for similar learn
thought processes. When these shortcuts are successful, the
brain is more inclined to follow the same thinking sequence
in future. This is known as cognitive ease and is illustrated
in the chart below, taken from Nobel Prize Laureate, Daniel toolbox
Kahneman’s 2011 book, Think, Fast and Slow:

Encountering this... ...leads to this... ...because of this.

Repeated experience Feels familiar

Clear display Feels true
(e.g. font, spoken word)
EASE

Primed idea Feels good

Good mood Feels effortless

Causes and Consequences of Cognitive Ease,
Thinking, Fast and Slow, D Kahneman (2011).

Unfortunately, our brains’ disposition to cognitive ease sometimes leads to cognitive bias
where we make decisions because they feel familiar, true, good and effortless, but are
wrong!

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