A clever chap called Daniel Kahneman has a theory.
When making decisions there are two systems in our mind which influence the outcome. System 1 works at a sub-conscious level without us knowing it. Using intuition and beliefs about how the world works, it makes a rapid assessment of the situation then quickly settles on a course of action. In contrast, system 2 works at a conscious level. Using deliberative reasoning and logic, it carefully evaluates the situation before reaching a conclusion.
In everyday life we rely mostly on system 1 to effortlessly make decisions, but occasionally system 2 is called in. This happens in complex scenarios, when the situation is new or when system 2 suspects that system 1 may have reached the wrong conclusion.
Now, what does all this mean for B2B marketers?