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Fun, fast and easy

Date of publication: April 7, 2013

Catalogue: Asia Pacific 2013: Asia On The Move

Author: Tom Ewing

Abstract:

Human beings use two systems to make their decisions. One is fast and emotional, the other more difficult, ponderous and conscious. Research is prejudiced in favour of the latter. This presentation outlines the growing efforts to change that through building tools which truly reflect our attraction for fast, easy and emotionally satisfying decisions and which also turn human understanding into business advantage.

Tom Ewing

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Ewing, T. (2013a, April 07). Fun, fast and easy. ANA - ESOMAR. Retrieved July 31, 2025, from


https://ana.esomar.org/documents/all-fun-and-games-