Automatic Thinking

The Basic Idea

Imagine you are quickly driving down an empty highway. After a long trip, you are feeling a little groggy and your mind has started to wander off into your dinner plans. Feeling a rumble in your stomach, you decide to slide into the fast lane to get yourself home sooner. Out of the corner of your eye, you spot a large billboard with a close-up of a juicy burger: “Hungry? Visit Burger King at your next exit!”. You speed by the billboard, considering whether or not you’ll take that next exit to get yourself a cheeseburger. While you may not have noticed it, almost everything you did on that highway was a result of automatic thinking.

Automatic thinking is the unconscious, effortless, cognitive process that we use when we need a quick solution to a problem. In our example, you didn’t set out to actively read the billboard, but you still understood the message. Without knowing it, your brain automatically read the content, processed it, and contemplated the possibility of buying a burger. Do you ever feel like you’re running on autopilot? You’re likely experiencing automatic thinking.

While a subconscious process, automatic thinking is responsible for a variety of behaviors, including our automatic motor skills, implicit biases, rapid problem-solving, and ‘gut feelings’. In popular literature, automatic thinking is sometimes referred to as “System 1” or “System 1 thinking”. This is because automatic thinking contrasts and intermingles with our second system of thinking, which uses a more controlled, explicit, and methodical process to solve problems. “System 2 thinking” requires active focus and can easily be disrupted when we get distracted. We use this second system, called controlled thinking, to solve math problems, parallel park a car, or memorize a phone number.

We are very influenced by completely automatic things that we have no control over, and we don't know we're doing it.


– Daniel Kahnemann

About the Author

A person with tousled, light brown hair smiles while standing outdoors against a background of green foliage and stone.

Triumph Kerins

Triumph is passionate about understanding how human behavior influences our world. Whether it be global macroeconomics or neural networks, he is fascinated by how complex systems work, as well as how our own behavior can help create, sustain, and break these systems. He is currently pursuing a Bachelor’s degree in Economics and Psychology at McGill University, attempting to design an interdisciplinary approach to better understand all the quirks that make us human. He has experience in non-profit consulting, journalism, and research. Outside of work, you can find Triumph playing bass guitar, gardening, or down at a local basketball court.

About us

We are the leading applied research & innovation consultancy

Our insights are leveraged by the most ambitious organizations

Image

I was blown away with their application and translation of behavioral science into practice. They took a very complex ecosystem and created a series of interventions using an innovative mix of the latest research and creative client co-creation. I was so impressed at the final product they created, which was hugely comprehensive despite the large scope of the client being of the world's most far-reaching and best known consumer brands. I'm excited to see what we can create together in the future.

Heather McKee

BEHAVIORAL SCIENTIST

GLOBAL COFFEEHOUSE CHAIN PROJECT

OUR CLIENT SUCCESS

$0M

Annual Revenue Increase

By launching a behavioral science practice at the core of the organization, we helped one of the largest insurers in North America realize $30M increase in annual revenue.

0%

Increase in Monthly Users

By redesigning North America's first national digital platform for mental health, we achieved a 52% lift in monthly users and an 83% improvement on clinical assessment.

0%

Reduction In Design Time

By designing a new process and getting buy-in from the C-Suite team, we helped one of the largest smartphone manufacturers in the world reduce software design time by 75%.

0%

Reduction in Client Drop-Off

By implementing targeted nudges based on proactive interventions, we reduced drop-off rates for 450,000 clients belonging to USA's oldest debt consolidation organizations by 46%

Read Next

Notes illustration

Eager to learn about how behavioral science can help your organization?