Behavioural psychology: Seduce the subconscious, convince the conscious

This article explains how the Co-operative supermarket applied understanding about unconscious decision making to enhance the impact of its brand.

Behavioural psychology: Seduce the subconscious, convince the conscious

John ClarkColey Porter Bell

The power of design is its ability to speak to the subconscious as powerfully as it convinces the conscious or 'thinking' parts of our brain. For brands this is crucial because this is how we all make choices about what to buy.

Ever since Daniel Kahneman won the Nobel Prize for his work in psychology and introduced us to the notion of System 1 and System 2 thinking in his book, Thinking, Fast and Slow, neuroscience has helped us to better understand how we make decisions. In...

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