Quick decisions: Capturing System 1 impressions with Rapid Association

Quick decisions: Capturing System 1 impressions with Rapid Association

You’ve probably seen the claims: “95% of thinking is System 1,” and  “95% of mental activity is unconscious.” Although the former may be an oversimplification of the latter, the fact remains that much of our day-to-day decision making occurs under the radar. This truth extends throughout the purchasing process—impacting everything from an impulse buy to routine shopping for your standard brands. But how can we test decisions made with limited thinking and occur almost automatically?

Read more
Interdisciplinary Insights: Esoteric Descriptors Could Decrease Perceived Appeal of Products

Interdisciplinary Insights: Esoteric Descriptors Could Decrease Perceived Appeal of Products

Ernst Baskin and Peggy J. Liu (2021) published research in the Journal of Consumer Psychology that explored how descriptors that may be unknown to consumers can have unexpected effects on price and appeal judgements.

Read more