Blink Themes

Malcolm Gladwell
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Rapid Cognition

Rapid cognition is the process that human beings use to make snap decisions. Just as the term suggests it is a quick response to a question or situation which a person is presented with. It is an element that is fundamental to the way we think. When a decision or assessment is made based on rapid cognition, the input originates from the subconscious which is a powerful - although invisible - force in our lives. Data that we have been exposed to and experiences that we have had are stored in a locked area of the unconscious that we cannot explore. However, it is the store of information that is tapped when we make snap decisions and exercise rapid cognition. Snap judgments based on rapid cognition can only be made with a narrow bit of data. If an individual questions his snap decision and begins to weigh...

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This section contains 2,176 words
(approx. 6 pages at 400 words per page)
Buy the Blink Study Guide
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