“Human beings are to independent thinking as cats are to swimming. We can do it, but we prefer not to.”  

– Daniel Kahneman, behavioral economist 

That doesn’t mean we’re inherently lazy. It does mean that we’re cognitively wired to take the easier way out when it comes to making everyday decisions — quick-and-dirty decisions based largely on emotional triggers and associations, or what “feels good”.

According to behavioral economist Daniel Kahneman, this type of thinking makes up the invisible majority underlying everyday decisions. The other, less frequently used option? Decisions based in rationality. So although we’d like to believe we’re rational beings, the neurobehavioral truth of the matter is we’re quite simply not.

Kahneman called these two types of thinking System 1 and System 2. And as much as we’d like to deny it, these systems play into how we decide where and what to spend our money on. It follows then, that System 1 thinking should be a brand’s best friend — if you can create a long-term emotional association in your customer’s mind, they’re going to choose you over an option that might be healthier, cheaper, or more convenient.

Enter TV Advertising

It’s still early enough in 2016 that media gurus and analysts are talking about which media formats and channels to watch this year. TV, unfortunately, isn’t one of them. To avoid beating a dead horse, the reasons traditional TV is being proclaimed “dead” are:

People have moved from cable to on-demand and subscription models like Netflix, becoming “cord cutters” There’s been an overall shift to the mobile screen, reducing dependence on traditional TV. Read full article