We need another word for thinking

We need a new word to substitute for ‘thinking’ (which implies a rational and consciously-processes act).

Most of the time we’re running on heuristics, yet when marketers (and others) say “the customer will think…” or “people thought…” then they’re missing the auto-pilot nature of most actual decision making.

This is important when considering how people might or do behave. They’re not thinking, they’re… finking? Thunking? Thumbing?