2. BookClub

3. 2

4. 3 Jan 11Jan 11 3 We think much less than we think we think

5. 4 Brand Card Game Name the brands on your cards as quickly as you can In pairs discuss which were easy and which were hard – why was that? What did you do when you came across a hard one?

6. 5 Human behaviour driven by two decision-making Systems, 1 & 2 … Logical Deliberative Slow Tiring Vigilance System 2 Intuitive Learned Fast Effortless Emotional System 1

7. 6 “A bat and a ball cost $1.10 in total. The bat costs $1 more than the ball. How much does the ball cost?” “People are not accustomed to thinking hard, and are often content to trust a plausible judgement that quickly comes to mind.” Daniel Kahneman, Nobel Prize Winner Logical - Intuitive

8. 7 Deliberative - Learned

9. 8 yfgfgfyuygj

10. 9 iouijlkjlkjoij

11. 10 ddgjkliojkjkl

12. 11 yellow

13. 12 12 Slow - Fast

14. 13 Tiring - Effortless Case number across the day Proportion of favourable decisions Danziger et al, 2011

15. 14 Vigilance – Emotion / Desire 63%37% 41%59% XX XXXXXXX Shiv & Fedorikhin (1999)

16. 15 System 2System 1 Complete the phrase “bread and…” Reading a map Reciting your times tables Find a strong move in chess (if you’re a chess master) Remembering the name of someone new

17. 16 Discussion Do research and marketing have the balance right in how they address System 1 & 2? What does it mean for research? What are effective ways of understanding System 1 responses? Do you have any good examples?

18. 17 Cognitive Ease “Thinking is to humans as swimming is to cats”

19. 18 EASE REPEATED EXPERIENCE CLEAR DISPLAY PRIMED IDEA GOOD MOOD FEELS FAMILIAR FEELS TRUE FEELS GOOD FEELS EFFORTLESS Kahneman, 2011

20. 19 QWERTY REPEATED EXPERIENCE

21. 20 Can you tie your shoe-laces with your right hand doing the job of the left hand, and the left hand the job of the right? REPEATED EXPERIENCE

22. 21 Alta Vista 1999 CLEAR DISPLAY

23. 22 …Google CLEAR DISPLAY

24. 23 Alta Vista, 2012 CLEAR DISPLAY

25. 24 CLEAR DISPLAY

26. 25 5:11:2 A. North, D. Hargreaves and J. McKendrick (1997) Sales PRIMED IDEA

27. 26 Base size = 80, February 2012 Understand the Purchase Context GOOD MOOD

28. 27 Personal : Feel Do Think Buy fewer impulse items Anxious Happy Buy fewer items on promotion  Anxiety makes us more cautious and more likely to use System 2 GOOD MOOD

29. 28 Discussion Which of these packs are cognitively easy? Why? Is there a Marketer’s Dilemma in balancing information and aesthetic?

30. 29 The end