develop strategies that engage our autopilot Daniel Kahneman, the psychologist who won the Nobel Prize for Economics and wrote the book ‘Fast Thinking Slow Thinking’, is well knowing for articulating the concepts of ‘System 1’ and ‘System 2’ thinking. System 1 thinking is largely unconscious and automatic. It occurs in the brain stem or limbic […]

develop strategies that engage our autopilot Daniel Kahneman, the psychologist who won the Nobel Prize for Economics and wrote the book ‘Fast Thinking Slow Thinking’, is well knowing for articulating the concepts of ‘System 1’ and ‘System 2’ thinking. System 1 thinking is largely unconscious and automatic. It occurs in the brain stem or limbic system. System 2 thinking is considered and deliberate. System 2 thinking occurs in the neo-cortex – the part of the brain that most differentiates humans from other animals. Martin Lindstrom writes of extensive research demonstrating that 90% of all purchase decisions are the result of System 1 thinking. That is, decisions are unconscious and largely automatic. He notes the impact of brands like Coke, Apple, and Nivea as facilitating this System 1 thinking. People who have an emotion-based trust of a brand will make a purchase of branded products without question or thought, even when…