A broken vacuum cleaner
Your vacuum cleaner broke down at the end of October. That simply means you have to get a new one. After all, no one wants to live in a house full of dust. In the ideal world, a new one will arrive the next day.
But we hear a voice: “Wait a minute, there will be competitive offers again soon”. We all want to save a little money, of course. During such a sales event, there are countless companies trying to convince us that they have the best offer. But how do we filter information and choose the best deal?
The model explains that our brain uses two systems to process information.
Many companies shape their marketing by following Daniel Kahnemann’s dual-process model. The model explains that our brain uses two systems to process information. We call them – you don’t expect it – System 1 and 2. System 1 is fast, automatic, unconscious and is always “on”. In contrast, System 2 is slow, deliberate, rational and requires counter arguments to reach a conclusion. Scientific research shows that 95% of our mental function works on system 1.
These systems process three decision factors: motivation, ability and ability.
Motivation concerns the willingness to process information, such as getting smokers who are unwilling to quit. This is how system 1 makes the choice for you. Very easy, right?
Possibility refers to the number of derivations during the processing process. Are you able to process the message? It is of course easier to process a message in the polder than in Times Square. System 1 helps us filter the countless impressions.
Competency refers to your knowledge skills that process information. To make a choice, you must have certain knowledge. These rational choices are made by system 2.
So be aware that System 1 is always on and acting impulsively. After all, we don’t have enough mental “powers” to be aware of everything. Make important decisions at the right times and in the right mental state. The less sharp you are, the faster system 1 turns on.
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Debatrix is a leading expert in (remote) persuasive communication. Based in Europe, we offer executive coaching, persuasion consulting and trainings on TED-worthy presenting, how to influence and inspire, storytelling, debating, framing and dealing with difficult questions.