To do this, marketers need to understand the basic social, cognitive and emotional factors that underpin System 1 intuitive thinking. The opportunity for marketing therefore is to focus on System 1 intuitive thinking, and persuade through intuitive appeal as well as rational argument. The problem with much marketing is that it tries to appeal to “System 2” thinking with rational ‘persuasion attempts’ when most consumers, most of the time, use System 1 intuitive thinking to judge, decide and act (mostly because System 1 thinking is easier and faster).

“ System 2” (OS 2) thinking is rational thinking – slow, deliberate and systematic – and based on considered evaluation that result in logical conclusions.

“ System 1” (OS 1) thinking is intuitive thinking – fast, automatic and emotional – and based on simple mental rules of thumb (“heuristics”) and thinking biases (cognitive biases) that result in impressions, feelings and inclinations.

The basic idea is simple – there are two routes to persuasion, based on two basic modes of thinking. Thinking, Fast and Slow is an accessible overview of Nobel prize-winning insights from psychologists Daniel Kahneman and Amos Tversky’ into how human intuition works. Winner of the National Academy of Sciences Best Book Award and the Los Angeles Times Book Prize and selected by The New York Times Book Review as one of the ten best books of 2011, Thinking, Fast and Slow is destined to be a classic.If you’re thinking about persuasion in marketing in terms of rational argument, then you’re missing out on the true power of persuasion persuasion by appealing to people’s intuition not their reason. He offers practical and enlightening insights into how choices are made in both our business and our personal lives-and how we can use different techniques to guard against the mental glitches that often get us into trouble.

The impact of overconfidence on corporate strategies, the difficulties of predicting what will make us happy in the future, the profound effect of cognitive biases on everything from playing the stock market to planning our next vacation-each of these can be understood only by knowing how the two systems shape our judgments and decisions.Įngaging the reader in a lively conversation about how we think, Kahneman reveals where we can and cannot trust our intuitions and how we can tap into the benefits of slow thinking. System 2 is slower, more deliberative, and more logical.

System 1 is fast, intuitive, and emotional.In the international bestseller, Thinking, Fast and Slow, Daniel Kahneman, the renowned psychologist and winner of the Nobel Prize in Economics, takes us on a groundbreaking tour of the mind and explains the two systems that drive the way we think.

Think fast act slow