Thinking, Fast and Slow

Speaking of Reversals
“The BTU units meant nothing to me until I saw how much air-
conditioning units vary. Joint evaluation was essential.”
“You say this was an outstanding speech because you compared
it to her other speeches. Compared to others, she was still
inferior.”
“It is often the case that when you broaden the frame, you reach
more reasonable decisions.”
“When you see cases in isolation, you are likely to be guided by
an emotional reaction of System 1.”

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Frames and Reality
Italy and France competed in the 2006 final of the World Cup. The next two
sentences both describe the outcome: “Italy won.” “France lost.” Do those
statements have the same meaning? The answer depends entirely on what
you mean by 
meaning
.
For the purpose of logical reasoning, the two descriptions of the
outcome of the match are interchangeable because they designate the
same state of the world. As philosophers say, their truth conditions are
identical: if one of these sentences is true, then the other is true as well.
This is how Econs understand things. Their beliefs and preferences are
reality-bound. In particular, the objects of their choices are states of the
world, which are not affected by the words chosen to describe them.
There is another sense of 
meaning
, in which “Italy won” and “France
lost” do not have the same meaning at all. In this sense, the meaning of a
sentence is what happens in your associative machinery while you
understand it. The two sentences evoke markedly different associations.
“Italy won” evokes thoughts of the Italian team and what it did to win.
“France lost” evokes thoughts of the French team and what it did that
caused it to lose, including the memorable head butt of an Italian player by
the French star Zidane. In terms of the associations they bring to mind—
how System 1 reacts to them—the two sentences really “mean” different
things. The fact that logically equivalent statements evoke different
reactions makes it impossible for Humans to be as reliably rational as
Econs.