CHAPTER 7
BRAND SENSE
Using System 2 Deliberators to Form New Brand Loyalties
The edge of a precipice is a very merciless school; over there you either learn to be serious or you die foolishly!
—MEHMET MURAT İLDAN
The Deliberator subunit of the brain uses what Daniel Kahneman calls System 2 processes to prevent us from suffering foolish predicaments daily of the type contemplated by İldan. When System 2 perceives there is a risk from making a gut-feel choice that System 1 might advocate, System 2 springs into action.
System 2 can analyze unfamiliar situations, make complicated calculations, solve equations, apply principles, decipher trends, ...
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