With hundreds and hundreds of decisions to make every hour, how do humans ever get through the day?
Well, it comes down to System 1 and System 2 thinking.
For example, if a speeding taxi were racing toward you as you stepped off the curb, you’d jump back. No thinking involved.
Or maybe it’s something more subtle, like noticing the facial cues of an angry boss. Either way, in these types of situations, your thinking is automatic. That's called System 1 – and it’s a far cry from the more deliberate kind of thinking you do when you’re asked to work through an algebra problem, assemble some new furniture, or do your taxes — the long-form. That’s System 2 thinking.
The idea that we use two systems to process information was detailed by Daniel Kahneman in his best-selling book, Thinking Fast and Slow.
And this concept is directly related to marketing and how consumers arrive at a purchase/no-purchase decision?