Key Conclusions

These are based on 2018 ACUPOLL research and ChatGPT AI, which draw similar conclusions; dialogue excerpt shown below

Both non-conscious ”System 1” impulse/emotion and “System 2” rational/conscious thought play a critical role in decision-making
ChatGPT identified 6 scenarios when we tend to rely more on rational System 2 thinking:

When decisions are more complex and we need to analyze/apply reason
When we’re less familiar with a situation or decision and can’t act on auto-pilot (e.g. habit) or intuition
When we’re less time-pressured and stakes are high (which allows System 2 conscious thought opportunity and motive to engage)
When emotions are more moderate (or, we’d add, in categories that are inherently more logical, like choosing a product for specific symptoms or a food based on ingredient/nutritional facts, not image-driven categories like fashion or fine fragrance)
When decisions involve personal goals or values, which cause our conscious mind to input more into decisions
When cognitive load is low and you have mental energy available to think through options

ACUPOLL previously identified two additional factors that determine when conscious/thoughtful decisions occur more often:
- When we’re deciding by ourselves and not in a social context where we feel judged (e.g. when people are drinking alcohol with others, System 1 emotions increase their influence on brand choices)
- When situational context favors System 2 (e.g. no distractions, no pressure from salespeople or promotional nudges, a manageable number of choices, easy comparisons, a thoughtful/browsing shopping experience rather than a grab-and-go trip, etc.)

Connect with us to learn more about how to measure both impulsive and conscious/ rational reactions to positionings, messaging, claims, packaging, and ads!

Click here to read our previous conversation with ChatGPT about how much of our decision-making is rational versus emotional.