Social and Behavioral Sciences Commons^™

Intuitive Thought And Consumer Decision Making, Morgan M. Moore

Senior Honors Projects, 2010-2019

Anytime the human mind makes a decision, intuitive thought has played a hidden role. There is more to consumer decision making than just logical, slow cognition. Exploring the intuitive mind through the works of Johnathan Haidt and Daniel Kahneman helps researchers understand the roles and origins of intuition. Proof of the presence and power of intuitive thought in cognitive processes is offered. A subset of the intuitive mind, termed the righteous mind by Haidt, is shown to be responsible for moral intuition. As the role of intuitive thought in consumer decision making is considered, numerous marketing applications are applied. Whether …