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On this episode, we’ll be discussing how cognitive ease is used in marketing and how you can use it to become a more persuasive writer. We’ll continue sharing some insights from the book Thinking Fast and Slow.
Cognitive Ease is based on the notion that our brains want to make easy decisions. If a decision is easy for us to make, we are happy to go along with our gut instinct.
The author, psychologist Daniel Kahneman explains that the human brain thinks in two different systems. A System 1, and a System 2.
System 1 has to do with everyday thinking that takes place automatically and is characterized by quick decisions, emotionality, and the unconscious mind. System 2 tends to require more effort for the brain and is characterized by logic, calculation, and the conscious mind.
We’ll be discussing how marketers can become more persuasive using strategic methods of cognitive ease to target System 1.
Featured Beers
On this episode, I’m having a Mas Agave from Founders. It pains me to say this is the worst stout I’ve ever tasted from Founders. It’s a 10% ABV imperial gose brewed with agave, lime, and sea salt and then aged it in tequila barrels. This one is way too tart for my liking. The lime is strong and reminds of the taste in my mouth after a shot of 1800. I gave it a 1-pint rating. 🍺
Sean is having Sisyphus Barleywine Ale from Real Ale Brewing Company. It’s a 10% ABV ale with citrus notes and a healthy portion of hops that are balanced by the rich toffee undertones of malt. Despite the high hops rating (75 IBU) Sean really like this one. He gave it 4.5 pints! 🍺🍺🍺🍺
