LIGHT
Consulting
We are of two Minds
(but as marketers we have only been talking and listening to one of them)
And sadly, it has been the one that doesn’t drive decision-making. Our mental operating system is fuelled by our conscious and non-conscious processors. Our conscious processor is slow, deliberate and effortful, and we have access to it. Our non-conscious processor is fast, automatic and effortless, and we don’t have access to it, nor can we control it. Yet it drives our decision-making. Most scientists agree that over 95% of all thought and decision-making is beneath our level of awareness, forcefully guiding our conscious thought and actions.
We often believe that we make rational decisions; those that we believe to be objective and not influenced by our own emotions.
We see ourselves consciously deliberating on these decisions, so we often deem them as rational. However, physiologically, there is no such thing as purely objective / rational judgment, as there is no place in our mental processing system that is devoid of prior experiences. No decision can be made without input from past experiences, past learning, and, hence, emotions as they are the signalling system of those memories. Yet marketers don't consider memories when developing messaging.
We aren’t rational
decision-makers
(but as marketers we have been trained to believe we are)