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Human behaviour is driven by two decision-making Systems:Human behaviour is driven by two decision-making Systems:1 + 2
4
“We are not thinking machines that feel – we are feeling machines
that think”
“We are not thinking machines that feel – we are feeling machines
that think”
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LogicalSlow
Rule basedTiring
Considered
IntuitiveFast
EmotionalEffortless Automatic
System 2System 2 System 1System 1
6
7
8
72
78
40
63
Kind
er (I
T)
Goo
gle
(US)
Appl
e (B
R)Ap
ple
(US)
BBC
(UK)
Colg
ate
(FR)
Briti
sh G
as (U
K)
Roya
l Ban
k of
Sco
tland
(UK)
Dove
(UK)
→
P&G
(US)
Emotion-into-Action™ Score
9
What 3 things come to your mind when you think about [brand]?
Simple and easy to use Easy to understand 26
36
The opportunity to give real opinions
Good fun to do 20
25
Less manipulative than most
They help make a difference and are good fun 13
13
Interesting and informative Interesting 11
12
They are about interesting products
Very topical and informative 10
10
(Sample: 1373 x All) %
10
[LOGO]
High Quality
11
3
3
3
2
2
2
2
2
2
2
2
13
14
15
72
78
40
63
Emotion-into-Action™ Score
17
Please name as many consumer banks that you can think of! [20 sec time limit]Which of the following consumer banks are you aware of?
27
12
11
8
7
4
4
2
2
2
2
51
41
34
35
29
18
16
13
9
7
6
97
95
91
95
96
87
86
83
86
69
50
Sparkasse
Deutsche Bank
Volks- undRaiffeisenbanken
Commerzbank
Postbank
ING-DiBa
Sparda-Bank
HypoVereinsbank
TARGOBANK
comdirect
DKB
% of respondents
18
In which of the following consumer banks do you hold a bank account?
47
22
17
16
9
9
8
6
4
3
10
Sparkasse
Volks- und Raiffeisenbanken
Postbank
ING-DiBa
Commerzbank
Deutsche Bank
comdirect
Sparda-Bank
DKB
TARGOBANK
HypoVereinsbank
% of respondents
19
Which of these faces best expresses how you feel about [brand]?
5 5 4 5 5 4 2 37 7 6
41
2521
11 178 14 16
29
14 12
3863
65
7155 76 64 57
60
69 75
2
22
2
3
1
34
31
2
23
1
1 1
5
31
3
34
5
1 2 1
5
54
1 2 172 4 7
115 5
102 2 4
1.32 0.74 0.72 0.59 0.93 0.53 0.75 0.96 0.86 0.61 0.53
21
22
% o
f re
spon
dent
s
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
Intensity Score measured on a scale from 0 to +3
66 63 62 57 57 56 56 55 67 60 59 EiA™ Score
Sparkasse (253)
Volks- und Raiffeisenbanken (255)
Sparda-Bank (254)
TARGOBANK (255)
Postbank (256)
HypoVereinsbank (253)
Commerzbank (256)
Deutsche Bank (254)
ING-DiBa (257)
comdirect (255)
DKB (252)
20
% Agreeing under time pressure
-3E+26
3
Famous bank
Distinctive
Different
Trustworthy bank
Reliable
High Quality
Competent
Good customer service
Friendly
Easy to reach
Many cash machines
High (account) fees
Test average Sparkasse (253)Volks- und Raiffeisenbanken (255) Sparda-Bank (254)
…decide if the words match how you feel about [consumer bank] …but be quick, you only have a couple of seconds to make your choice
21
% Agreeing under time pressure
-3E+26
3
Famous bank
Distinctive
Different
Trustworthy bank
Reliable
High Quality
Competent
Good customer service
Friendly
Easy to reach
Many cash machines
High (account) fees
Test average TARGOBANK (255) Postbank (256)HypoVereinsbank (253) Commerzbank (256) Deutsche Bank (254)
…decide if the words match how you feel about [consumer bank] …but be quick, you only have a couple of seconds to make your choice
22
% Agreeing under time pressure
-3E+26
3
Famous bank
Distinctive
Different
Trustworthy bank
Reliable
High Quality
Competent
Good customer service
Friendly
Easy to reach
Many cash machines
High (account) fees
Test average ING-DiBa (257)comdirect (255) DKB (252)
…decide if the words match how you feel about [consumer bank] …but be quick, you only have a couple of seconds to make your choice
23
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