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From Thinking, Fast and Slow
- System 1 - fast, automatic and intuitive, operating with little to no effort.
- allows us to make quick decisions based on patterns and experiences.
- System 2 - slow, deliberate, conscious, requiring intentional effort
- used for complex problem-solving and analytical tasks where more thought and consideration are necessary.
The automatic operations of System 1 generate surprisingly complex patterns of ideas, but only the slow System 2 can construct thoughts in an orderly series of steps.
We are all familiar with the experience of not trying to stare at the oddly dressed couple at the neighboring table in a restaurant. We also know what it is like to force our attention on a boring book, when we constantly find ourselves returning to the point at which the reading has lost its meaning… And every human being has had the experience of not telling someone to go to hell. One of the tasks of System 2 is to overcome the impulses of System 1. In other words, System 2 is in charge of self-control.
In marketing, brands often rely on automatic, feelings-driven processes of System 1 to sell their products. Advertising seeks not just to communicate information about a product but to establish an emotional connection that will stick in the customer’s heads and drive them to purchase without extra thought. Brands can also use their knowledge of System 2 to provide a powerful justification, reinforcing System 1 beliefs with details, factors or statistics.
Misconception: System1 and 2 are distinctive brain structures, akin to left and right brain thinking. Misconception: First System 1, then System 2. Actually the systems work together Misconception: System 1 creates bias, 2 fixes it. Both are susceptible to bias.