By Andrew Jeavons
There is no doubt that there has been a resurgence of late of academic theories of psychology being applied to market research. The most prominent example is the growing use in market research of Daniel Kahnemans’ “System 1 and System 2” cognitive processing theory. He won a Nobel Prize for it after all, although they had to give it to him for Economics as there is no Nobel Prize for Psychology. As I am sure everyone knows System 1 thinking is described as fast and intuitive thinking and System 2 as more deliberate and logical thought processes. It is one of the most influence psychological theories ever produced.