What is System 1?
System 1 is the subconscious, rapid decision-making part of your brain. It is intuitive, associative and enables instinctive behaviour.
System 2 is the conscious, slower decision-making part of your brain. It enables rational thought but requires much more mental effort than System 1.
What is System 1 ‘short-cut language’?
A brand’s short-cut language comprises of the vital visual and sensory assets in a brand’s communications and packaging that drive brand recognition and relevance for consumers at an implicit level; it is stored in the System 1 part of the brain.
System 1 selectively stores the most memorable visual, or sensory stimuli from a brand’s communications or from real world experience of the brand. The power of this stimuli often differs between brands; differences that can both impact the effectiveness of marketing communications and ease of buying in store.
Because consumers have no way of consciously knowing what System 1 has stored, brands can often discarded important parts of their short-cut language despite researching changes to their marketing mix.
How does System 1 ‘short-cut Language’ influence in-store behaviour?
An effective System 1 short-cut language can allow consumers to find a brand and decide to buy without the need for slow rational thinking; often meaning competitive choices are ignored. Watch the clip to see rapid and instinctive System 1 decision-making in action. Recognition of the brand triggers automatic selection.