Understanding Implicit, System 1 and Explicit, System 2

[This is our first in a series of “video blogs”. Its content can be consumed by either viewing the video or by reading the script below. If you’re interested in learning more about how you can measure implicit associations via our IE PRO YOU® platform, go to www.ieproyou.com or BOOK A CONSULTATION with Paul Conner. Enjoy!]

How You Define Emotion Directs How You Measure It

[Note: This article was adapted from Paul Conner’s presentation at the 2018 Neuromarketing World Forum and from the ensuing article published in NMSBA’s INSights, Issue 23, May 2018.] The Importance of Emotion Emotion is among the top 5, maybe even among the top 3, issues in marketing these days. A couple of recent blogs make that


These days, implicit, System 1 consumer research is running rampant! In large part due to Daniel Kahneman’s (1) and Dan Ariely’s (2) behavioral economics work, marketers have discovered that consumers’ purchases can be influenced by automatic, nonconscious processes, and consumer researchers are racing to invent and incorporate approaches to measure them. These approaches are most

Guidelines for Choosing Attributes in Implicit (and Explicit) Association Research

These days, leading-edge consumer researchers are conducting studies that measure implicit processing, which is popularly known as System 1. Importantly, this type of research reveals consumers’ automatic (a.k.a., implicit) associations with “stimuli of interest” (SOIs), which can be brands, products, ads, package designs, prices, taglines, people, or any number of other marketing elements. Choosing attributes

A Dual-Process, System 1-System 2 Approach to Branding

Taking a Dual-Process, System 1-System 2 approach to branding can bring nothing but good to marketers. It can… Reveal new consumer insights that increase sales. Confirm that automatic and deliberated thoughts and feelings about brands are consistent and on strategy. Identify inconsistencies between automatic and deliberated thoughts and feelings about brands. Dual-Process, System 1, System 2, automatic, deliberated


Today marketers and marketing researchers are interested in knowing what subconscious thoughts and feelings are driving purchase of their products and services. More technically referred to as nonconscious, implicit, or System 1 forces, we offer this “easy recipe” for conducting research that provides this information! Just follow the instructions below to prepare IE Pro YOU®‘s… SYSTEM 1

The Fine Points of Feeling: Value Beyond Ekman’s (or Anyone’s) Primary Emotions

[Illustration from Du, S. and Martinez, A.M. (2015). Compound facial expressions of emotion: from basic research to clinical applications. Dialogues in Clinical Neuroscience – Vol 17 . No. 4.] These days, hundreds, if not thousands, of marketers are interested in exploring emotions. They understand that some form of affect — whether it’s physical sensations, emotions,

“Emotional Economics” May Be a Better Name for Behavioral Economics

If you’re reading this, you likely know what behavioral economics is. In an article published earlier, I defined it as follows: “Behavioral economics phenomena refer to observed consumer preference and purchase dynamics that run counter to rational economic theory predictions by taking into account environmental and psychological factors that influence consumer decisions.” The Ultimatum Game

Emotional Dynamics

A Framework for Why People Do What They Do

In my business – consumer research – understanding why people do what they do – particularly why people buy what they buy – is really what it’s all about. And, of course, once we discover why, recommending how to activate that dynamic so that desired behavior occurs is the ultimate goal. The question seems simple