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BookClub

BookClub. We think much less than we think we think. Brand Card Game. Name the brands on your cards as quickly as you can In pairs discuss which were easy and which were hard – why was that? What did you do when you came across a hard one?.

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BookClub

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  1. BookClub

  2. We think much less than we think we think

  3. Brand Card Game Name the brands on your cards as quickly as you can In pairs discuss which were easy and which were hard – why was that? What did you do when you came across a hard one?

  4. Human behaviour driven by two decision-making Systems, 1 & 2 … System 1 System 2 Logical Deliberative Slow Tiring Vigilance Intuitive Learned Fast Effortless Emotional

  5. Logical - Intuitive “A bat and a ball cost $1.10 in total. The bat costs $1 more than the ball. How much does the ball cost?” “People are not accustomed to thinking hard, and are often content to trust a plausible judgement that quickly comes to mind.” Daniel Kahneman, Nobel Prize Winner

  6. Deliberative - Learned

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  10. yellow

  11. Slow - Fast

  12. Tiring - Effortless Proportion of favourable decisions Case number across the day Danziger et al, 2011

  13. Vigilance – Emotion / Desire 41% 59% XX 63% 37% XXXXXXX Shiv & Fedorikhin (1999)

  14. System 2 System 1 Complete the phrase “bread and…” Reading a map Reciting your times tables Find a strong move in chess (if you’re a chess master) Remembering the name of someone new

  15. DiscussionDo research and marketing have the balance right in how they address System 1 & 2? What does it mean for research?What are effective ways of understanding System 1 responses?Do you have any good examples?

  16. Cognitive Ease “Thinking is to humans as swimming is to cats”

  17. REPEATED EXPERIENCE FEELS FAMILIAR CLEAR DISPLAY FEELS TRUE EASE PRIMED IDEA FEELS GOOD GOOD MOOD FEELS EFFORTLESS Kahneman, 2011

  18. QWERTY REPEATED EXPERIENCE

  19. REPEATED EXPERIENCE Can you tie your shoe-laces with your right hand doing the job of the left hand, and the left hand the job of the right?

  20. CLEAR DISPLAY Alta Vista 1999

  21. CLEAR DISPLAY …Google

  22. CLEAR DISPLAY Alta Vista, 2012

  23. CLEAR DISPLAY

  24. Sales Sales PRIMED IDEA 5:1 1:2 A. North, D. Hargreaves and J. McKendrick (1997)

  25. GOOD MOOD Understand the Purchase Context Base size = 80, February 2012

  26. GOOD MOOD Personal: Feel Do Think Anxious Buy fewer items on promotion • Anxiety makes us more cautious and more likely to use System 2 Buy fewer impulse items Happy

  27. DiscussionWhich of these packs are cognitively easy?Why?Is there a Marketer’s Dilemma in balancing information and aesthetic?

  28. The end

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