We would all like to think that our decisions are thoughtful, deliberate, and rational. But behavioral science reveals that it’s more pragmatic than that.
Our minds have two distinct modes of decision making—“System 1” and “System 2.” As Daniel Kahneman, the Nobel Prize–winning behavioral economist explains, System 2 thinking is slow, conscious, effortful, explicit, and reasoned.
But 95% of our daily decisions are made using System 1 thinking—
fast, intuitive, and prone to error.
Think about everyday actions that are so effortless or instinctual we take for granted, like brushing our teeth, scanning a billboard on the way to work, or reaching for a favorite brand at the grocery store. These are all examples of System 1 thinking in action.
When we apply System 1 thinking to marketing communication, it becomes stronger — more noticeable, easier to understand, and simpler to engage with. Remember, shoppers are on autopilot. If you make your marketing do the hard work for them, it will work harder for you.
It all starts with four basic criteria of creative effectiveness, or the 4 C’s: COMMAND attention, CONNECT with the target customer/member, CONVEY information, and CLOSE the customer. To begin assessing a marketing element, ask yourself a few key questions: