Every day, we each encounter 3,000 messages from brands, businesses and organizations. In this environment, it is hard to fathom how any one perspective sticks with us or how an individual or institution can get its case across. But, the area of “low-involvement thinking" sheds light on how we form attitudes about topics and issues even if we are not fully engaged, and how brands and reputations evolve and change.
This area of thinking is explored by academics working across disciplines, from behavioral economics, to advertising and political science. Most famously, Nobel-winning economist Daniel Kahneman’s work has shown how our minds use either “fast” or “slow” thinking. Slow thinking is deliberative, logical, and deploys when we are fully engaged on a topic or very focused on a task. However, fast thinking is in charge most of the time, and is based on how intuitive and fleeting impressions inform our thoughts, choices, and behaviors.