You have Two Brains and Only One of Them is Rational

You Have Two Brains

Have you ever made a shortsighted and irrational decision? If your answer is yes, you’re probably human.

Research shows that although we’re capable of rational decision-making, most of our decisions are made, or heavily influenced, by our non-conscious brains (which aren’t very smart). Because this part of the brain hasn't changed much since we stopped living in caves, it's efficient and can help us make life-or-death decisions in the blink of an eye, but it’s also biased and prone to error.  Understanding these biases can have powerful effects on the outcomes of marketing campaigns.

The renowned behavioral psychologist Daniel Kahneman explores the topic of two systems of human thought in his book Thinking Fast and Slow (a key text for aspiring neuromarketers). This book describes a simple concept in detail; although we have the ability to make rational decisions, we’re prone to systematic errors in reasoning due to the way our brains function. In short, we make decisions based on two systems of thought which express key differences:

Let’s compare the traits of Systems 1 and 2 individually...

Continuous & Unconscious

vs. Conscious & Effortful

System 1 is always active. It’s constantly processing sensory information, maintaining homeostasis, and looking for unforeseen threats. It runs autonomously, below our conscious perception. System 2, however, is just the opposite. It turns off when we sleep and requires conscious concentration to perform tasks, often leading to a feeling of fatigue after “mental work.” This is why, after a hard day at the office, you might feel like your brain just isn’t doing its job.

Fast vs. Slow

While System 1 processes vast amounts of information at a rapid pace, System 2 requires time to perform even simple tasks. For example, the mental calculations required to maintain coordination while we run are extremely complex. We make small adjustments to hundreds of muscles, but it happens immediately and without thought. Alternatively, if I ask you to answer this relatively simple calculation, 35 x 18 = ?, it will take you much more time.

Emotion-Driven vs. Logic-Driven

System 1 is influenced by the chemical balance in our brains and makes decisions based on emotion and instinct. System 2 is instead able to make choices based on mathematical structures and complex objectives. If someone has ever lashed out at you in anger, you were probably hearing from their System 1, but if they calmly worked with you towards a resolution, you were talking with their System 2.

Multi-threaded First Responder

vs. Single-threaded Lazy Controller

System 1 is capable of some type of “multitasking” as it can perform many calculations at once. It’s constantly interpreting information from all senses while controlling the body’s regulatory functions and movement. System 1 is responsible for our instinctual reactions and reflexes, such as our fight/flight/freeze response when faced with danger.

System 2, on the other hand, is capable of processing only one thing at a time. Therefore, we cannot perform multiple complex tasks simultaneously. It is also ultimately in charge of the behavior we express, but because it requires slow, conscious effort to function, it cannot review all the calculations made by System 1.

We can use Systems 1 and 2 at the same time, but we can’t perform multiple System 2 tasks at once – which is why multitasking makes us less effective and more prone to error.

So why does our brain express two systems of thought?

The answer to this question, like many other questions in biology, is that structure dictates function. The brain can be divided into three major subcomponents: the instinctual, emotional, and rational minds. Because our rational brain, or cortex, evolved after our emotional and instinctual brains, it operates differently.

Our cortex makes us truly unique in our ability to make rational decisions to achieve long-term goals, but most of our thinking is done by our subconscious. We must be vigilant and build habits of self-reflection so we can catch the mistakes made by our subconscious.

How is this relevant to marketing?

Many of the most effective marketing techniques rely on our subconscious biases to encourage us to purchase products or services. Often, marketers attempt to communicate with their customer’s System 2 by touting the technical benefits of their products. Usually, they’re better off communicating with System 1 by creating an emotional experience, because System 1 is the real decision-maker. For the next ad you make, try creating an emotional experience in which your brand or product comes to the rescue.

There are many other biases created by System 1 thinking discussed in the learning center. With an understanding of those biases, you’ll be equipped to create more effective campaigns, websites, and just about anything else – and you’ll start to notice your own biases at work.