Post-Kahneman research: Emotional approaches from Heinz and Greenpeace

This event report discusses how brands can move beyond consumers' rational, considered modes of thinking to reach them on a more emotional and subconscious level.

Post-Kahneman research: Emotional appeals from Heinz and Greenpeace

Joseph CliftWarc

According to David Penn, managing director at Conquest Research, we are now living in a "post-Kahneman" world. Addressing Impact 2014, an event organised by the Market Research Society (MRS) and held in London, he paid tribute to the revolutionary and long-lasting impact that the ideas of Daniel Kahneman, the Israeli-American academic and author, had exerted on the research world.

Specifically, Kahneman's division – explored in his 2011 book Thinking, Fast and Slow– of "System 1" thinking (immediate, emotional, subconscious) and "System 2" thinking (rational, considered) has proved...

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