First Impressions Count: The power of instant meaning for brand decisions
Dr Sarah Walker with Graham PageMillward Brown
Don't take this personally, but your brain is lazy
Don't worry, that's just the way it's designed—laziness is actually one of its best features. Our brains are engineered to 'think' extremely efficiently, and in many cases, this means not really 'thinking' at all.
Thinking in the traditional sense is hard and effortful. It requires focused attention and takes over our mental workspace, leaving few resources left for other things. Thinking is also slow and sequential. We can only calculate one thing...