Sharif Digital Repository

Supported by a rich literature in psychology and neuroscience, the dual-process theory of decision making assumes that individuals’ decisions are made through arbitration between habitual and goal-directed processes within their minds. Whereas the goal-directed system makes decisions after deliberating all positive and negative consequences of each feasible choice, the habitual system make choices based on the habits formed in previous experiences. Although the decisions of the goal-directed system are always more optimal that those of the habitual system, but due to that fact that the goal-directed system is slow, effortful and time-consuming, it is sometimes more efficient to make...