System 1 Advertising Impact

How Advertising Works to Build System 1 Dynamics in the Real World

What types of creative will connect with consumers?

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What types of creative will connect with consumers?

Ads that resonate emotionally or tap into other System 1 dynamics do best.

Which ads get noticed in-market?

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Which ads get noticed in-market?

System 1 chooses ads to notice, and how the memory is processed and stored. Confirmation biases come into play.

Does the experience of having seen the ads affect how the consumer feels about or perceives the brand?

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Does the experience of having seen the ads affect how the consumer feels about or perceives the brand?

System 1 combines ad memories with pre-existing beliefs and experiences in ways that can result in modified brand impressions.

Do the System 1 shifts produced by the ads generate changes in future buying decisions?

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Do the System 1 shifts produced by the ads generate changes in future buying decisions?

Since System 1 rules even ‘rational’ buying decisions, modifying gut-level intuitions is critical for in-market success.

What types of creative will connect with consumers?

Ads that resonate emotionally or tap into other System 1 dynamics do best.

Which ads get noticed in-market?

System 1 chooses ads to notice, and how the memory is processed and stored. Confirmation biases come into play.

Does the experience of having seen the ads affect how the consumer feels about or perceives the brand?

System 1 combines ad memories with pre-existing beliefs and experiences in ways that can result in modified brand impressions.

Do the System 1 shifts produced by the ads generate changes in future buying decisions?

Since System 1 rules even ‘rational’ buying decisions, modifying gut-level intuitions is critical for in-market success.

At its best, advertising works to build System 1 connections with brands. You want consumers to choose your brand based on deep-seated beliefs that your advertising has helped to create and amplify.

If the advertising has done its job, the brand should be top of mind and the one that just feels right for the consumer. The emotional connections and gut-reactions should make it the easy, and obvious, choice.

Of course, this won’t happen overnight. But how can you tell if your advertising is building System 1 connections with your target consumers?
Based on decades of our industry-leading research, we know that the most reliable way to identify a brand’s System 1 dynamics involve:

Triggering memories of ad engagments, tapping into System 1 long-term memories

Analyzing the persuasive power of advertising by observing the changes advertising produces over time – not by relying on consumers to give us all relevant data

Using longitudinal design to gauge whether advertising is working in the real world, not just in a consumer feedback context

Identifying how advertising builds the brand as consumers are exposed to multiple campaign elements

Asking easy questions consumers can answer and that do not require them to analyze their own motivations

Using visual cues to connect to brand associations