Great article by Prince Ghuman in Forbes.
He identifies how “For consumers, certain purchases naturally require analysis and deliberate thought. This is where marketers should optimize for System 2. In general, System 2 helps with big-ticket purchases or complex products which require multiple buy-ins”. https://www.forbes.com/sites/princeghuman/2022/09/05/marketing-to-the-brains-rational-mode/?
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