3 Jan 11Jan 11 3 We think much less than we think we think
Slide 5
4 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?
Slide 6
5 Human behaviour driven by two decision-making Systems, 1
& 2 Logical Deliberative Slow Tiring Vigilance System 2
Intuitive Learned Fast Effortless Emotional System 1
Slide 7
6 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 Logical - Intuitive
Slide 8
7 Deliberative - Learned
Slide 9
8 yfgfgfyuygj
Slide 10
9 iouijlkjlkjoij
Slide 11
10 ddgjkliojkjkl
Slide 12
11 yellow
Slide 13
12 12 Slow - Fast
Slide 14
13 Tiring - Effortless Case number across the day Proportion of
favourable decisions Danziger et al, 2011
15 System 2System 1 Complete the phrase bread and Reading a map
Reciting your times tables Find a strong move in chess (if youre a
chess master) Remembering the name of someone new
Slide 17
16 Discussion Do 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?
Slide 18
17 Cognitive Ease Thinking is to humans as swimming is to
cats
Slide 19
18 EASE REPEATED EXPERIENCE CLEAR DISPLAY PRIMED IDEA GOOD MOOD
FEELS FAMILIAR FEELS TRUE FEELS GOOD FEELS EFFORTLESS Kahneman,
2011
Slide 20
19 QWERTY REPEATED EXPERIENCE
Slide 21
20 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?
REPEATED EXPERIENCE
Slide 22
21 Alta Vista 1999 CLEAR DISPLAY
Slide 23
22 Google CLEAR DISPLAY
Slide 24
23 Alta Vista, 2012 CLEAR DISPLAY
Slide 25
24 CLEAR DISPLAY
Slide 26
25 5:11:2 A. North, D. Hargreaves and J. McKendrick (1997)
Sales PRIMED IDEA
Slide 27
26 Base size = 80, February 2012 Understand the Purchase
Context GOOD MOOD
Slide 28
27 Personal : Feel Do Think Buy fewer impulse items Anxious
Happy Buy fewer items on promotion Anxiety makes us more cautious
and more likely to use System 2 GOOD MOOD
Slide 29
28 Discussion Which of these packs are cognitively easy? Why?
Is there a Marketers Dilemma in balancing information and
aesthetic?
