A Voyage Into the Implicit Mind

A Voyage Into the Implicit Mind

Increasingly, marketers are coming to recognise the importance of the implicit mind. It’s where the vast majority of our ‘thinking’ about brands takes place – way below the level of our conscious awareness (explicit mind) – and comprises our...
System 1 good; System 2 bad? Baah! Baah!

System 1 good; System 2 bad? Baah! Baah!

One of the most powerful insights from cognitive science is the System 1/System 2 dichotomy, coined by Stanovich and West as shorthand for two types of thinking – one fast, resource-efficient and automatic (System 1); the other slow, deliberative and effortful...