The power of System 1 in advertising is that rare buzzed-about concept that lives up to its hype. Data and insights gleaned from Communicus’ years of measuring System 1 in advertising reveal just how vital these cognitive dynamics are for brands.
But in order to truly understand how people make decisions, it’s not enough to understand System 1 in marketing. Because System 1 doesn’t live in a vacuum, marketers must also have a grasp of the interplay between System 1 and System 2 dynamics. This combination is what gives brands an opening to win big with consumers. In her monthly column for The Drum, Communicus CEO Jeri Smith shines light on consumers’ cognitive dual processing and how brands can capitalize on it.
