Key Conclusions

(These are based on both ACUPOLL’s research and dialogue with ChatGPT ... when we dug deeper and won it over to our POV!)

Harvard Business School Professor Gerald Zaltman is the original source for this quote
The 95% is an estimate – not the result of a particular study – as % non-conscious cannot even be measured
When pressed, Zaltman and ChatGPT both acknowledge that the conscious mind still plays a critical role in decision-making (despite the impression one gets from hearing 95%!)
Rational thought is particularly important in analyzing information, weighing options, and making choices – especially in later stages of decision-making – all things that can happen at times when buying, at the shelf, showroom, restaurant, or when online
The interplay between conscious and non-conscious is complex, and both emotional and rational inputs to decision-making operate in tandem
That’s why it’s critical to use research tools that measure both “System 1” impulse/emotion AND “System 2” rational reactions

Read our dialogue with ChatGPT below and see how it changes its “mind!”
Then connect with us to learn more about how to put this learning to use.