According to an article1 in The Economist “Kahnemanite advertising prizes emotion over information and pays more attention to a brand’s “purpose” than to its products.” Daniel Kahneman is the Nobel winning psychologist who is the author of the best selling Thinking Fast and Slow (enter Kahneman into the healthymemory blog search box to find many posts on Kahneman). System one is thinking very fast, most of which occurs below consciousness. System two takes the output of system one and processes, or in conventional parlance, thinks about it. If we didn’t have system one, we would have long ago become extinct. However, the efficiency of System one comes at some cost. It can produce erroneous or incorrect responses, and it is the role of System two to catch and correct these errors. Unfortunately, this frequently fails to happen. Emotional responding is part of System one.
Of course, it is not exactly news that advertisers like to exploit our emotional responses, but conventional advertising also likes to engage System 2. Kahnemanite advertising refers to the emphasis placed on System 1 and the cost of ignoring System 2. I found it interesting that marketers actually speak in terms of System 1 and System 2 processing.
Different methods are used to test whether System 1 is being effectively engaged. Brainjuicer asks subjects to rate an advert by saying which of eight faces, each expressing a different emotion, best reflects the feeling and intensity of the emotion. Another firm, Decode, uses implicit association in which subjects associate images (for example, a chocolate bar) with a concept (for example comfort) and times the reactions. Neuro-Insight monitors electrical activity in the brain when subjects view an advert.
The Economist article finds irony in this. It writes that “Most readers of Thinking Fast, Thinking Slow will end up of mistrusting system one for its propensity to misleading.” But if readers of Thinking Fast, Thinking Slow have correctly understood Kahneman, they will understand that most of the time System one is correct. It is only occasionally that System one will mislead.
Please understand that Kahneman, himself, is not directly involved in any of these activities. You should also be aware that Kahneman, together with his colleague Amos Tversky, are regarded by many as the fathers of behavioral economics. Behavioral economics exposes the fallacy of the rational human being, which is the foundation of conventional economics and which forms the basis of most contemporary policy. This needs to change. To read more about this enter “behavioral economics”, then “gross national happiness” into the healthymemory blog search block.
1Nothing more than feelings, The Economist, December 7th 2013, p.70.
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