System 1 and System 2

Influencing behavior: How to use system 1 and system 2 thinking for effective crowd communication.

Explore the hidden forces in your brain that shape how our behavior acts. Noted psychologist Daniel Kahneman introduced two key ideas—System 1 and System 2 thinking—that give us valuable insights into how we make choices. You’ll find out how we can use this to influence the behavior of crowds.

System 1: Unconscious Quick Thinking

Imagine system 1 as your brain’s autopilot. It works super fast, processing information without you even trying. It’s responsible for quick decisions, fast responses, and gut feelings. It’s like your brain’s express lane, working with your unconscious mind.

System 1 has ancient roots, going back 400 million years. It can process a massive amount of data—like reading 400 pages—in just 120 milliseconds. It’s linked to emotions, guiding behaviors through automatic, energy-efficient reactions. It taps into evolution to swiftly recognize and process different things, often leading to quick and effective choices.

System 2: Thoughtful Conscious Thinking

On the other hand, System 2 is your brain’s careful thinker. It involves conscious analysis, thinking things through and making deliberate decisions. It steps in when you face new or complex situations. It developed about 3 million years ago, processing information at a slower pace—like reading 3 words per second. It’s in charge of things like understanding language, reasoning and making rational choices.

System 2 thinking requires awareness and energy. It’s the part of your brain that handles important decisions and careful considerations, working in your conscious mind.

Impact on Group Dynamics

As demonstrated in the video, over 95% of our decisions are influenced by the unconscious mind. Activating System 1 is the key in communicating with a crowd. System 1 rapidly responds to specific triggers, influencing (group) behavior. In our upcoming blog posts, we will explore 12 triggers that stimulate System 1 thinking, unveiling tools to steer and direct crowds.

If you’re interested in our solution designed to enhance crowd communication effectiveness during city events, festivals or at venues, we invite you to explore our website 


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