“There are three key mental shortcuts that help people decide between brands. We call them Fame, Feeling and Fluency:

1. If a brand comes readily to mind, it’s a good choice (Fame).

2. If a brand feels good, it’s a good choice (Feeling).

3. If a brand is recognisable, it’s a good choice (Fluency).

These rules of thumb are what behavioural scientists call the ‘availability heuristic, the ‘affect heuristic’ and the ‘processing fluency heuristic’.”

Orlando Wood, System 1, behavioural expert