Associative processes in intuitive judgment

Dual-system models of reasoning attribute errors of judgment to two failures: the automatic operations of a ‘System 1’ generate a faulty intuition, which the controlled operations of a ‘System 2’ fail to detect and correct. We identify System 1 with the automatic operations of associative memory and draw on research in the priming paradigm to describe how it operates. We explain how three features of associative memory – associative coherence, attribute substitution and processing fluency – give rise to major biases of intuitive judgment. Our article highlights both the ability of System 1 to create complex and skilled judgments and the role of the system as a source of judgment errors.