According to the Kahneman, brain’s decision-making process is divided into two parts; pilot and auto-pilot. Pilot mode steps in while thinking and it works slowly. As for auto-pilot, it works fast and takes action without thinking. Powerful brands trigger the autopilot mode and leave nothing to chance…
Some products are bought by consumers without decision-making process. How does it happen? According to Nobel-winner Daniel Kahneman, the human brain is divided into two parts; pilot and autopilot.
The pilot involves the process while learning something new. Then it stops and thinks. That is why it is slower. As for Auto-pilot, it works with intuitions, takes actions without thinking and it is fast and automatic. Therefore, it requires less energy. If you’re interested in that subject, you may read the post about the primitive brain.
You probably heard the most-known 10.000 hours rule; the time required if you want a learning to be automatic and intuitional. It means we are able to learn in pilot mode and turn it into auto-pilot learning after plenty of time.
To give an example,
Think about the old times that you first learn how to swim or drive. Initially, it should be hard to learn but today, you are probably doing them comfortably. The reason behind it is that you practice these activities a lot throughout the years and your brain took them to auto-pilot mode.
People decide with autopilot most of the time with or without noticing it and continue their lives. But however, they keep autopilot mode in reserve. In a word, pilot works consciously while autopilot operates unconsciously without you noticing it.
As people, %90 of our decision-making process while purchasing works unconsciously. (Martin Lindstrom, 2014). It means that consumers are not aware the motivations behind their decisions. It is because the reasons for buying occurs unconsciously.
Picture yourself in a fast-food restaurant. Most of the people would answer Coca-Cola when cashier ask what to drink? If the consumer wants to drink something else, he would stop, think and decide after a while.
Powerful brands trigger autopilot and don’t leave anything to chance. The consumer’s less powerful brands stop, thinks and decides in pilot mode. It may cause the brand to lose the consumer. (Telesian, 2014)
So, how powerful your brand is?
Brands spend millions of dollars for the adverts but they draw consumer’s attention for a couple of minutes, no more. So the message on the advert doesn’t reach the consumer but it is possible to use adverts more effectively with a neuromarketing-based approach.