Buyer psychology: dual process theory
How do people make their decisions about a purchase? There are plenty theories trying to explain this process. One of them was created by Daniel Kahneman – it's called Dual process theory.
The main idea of this theory is that every person processes incoming information through 2 systems: System 1 and System 2.
System 1 is an emotional, automatic reaction to the information.
It consists of stereotypical models of reaction and is used for immediate salvation of problems, hasty decisions, subconscious reactions.
System 2 is a slower process which engages conscious reflection.
It can evaluate conclusions made by System 1 and evaluate them. System 2 is used for more targeted and complex tasks. All operations of System 2 require focused attention, and when attention is lost – they come to an end.
Also it is important to know that System 1 is usually used to make decisions about present, and System 2 is responsible for the decisions affecting future.
Tomorrow we'll tell you more specifically about using the principals of this theory in web design. Subscribe to our page and stay tuned!
