Disrupting system 1 thinking: Better science for smarter marketing

Market research company Ipsos challenged conventional wisdom in System 1 and System 2 thinking, and its applications in marketing, to build a new model for understanding human experience and decision-making.


Since the publication of Daniel Kahneman's Thinking Fast and Slow in 2012, there has been an explosion of interest in System 1 versus System 2 thinking (aka dual process theory) and its applications to marketing in particular. But what if we have it wrong? Are we using the latest and best science appropriately? The conventional wisdom is that most decisions are made by System 1, and only occasionally does System 2 kick in t

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