Personalization and Behavioral Segmentation: Targeting System One vs. System Two Customers | Behavioral Economics in Marketing Podcast | Season 10 - In Review

What if the secret to better marketing isn’t who your customer is — but how they think?

In this episode of the Behavioral Economics in Marketing podcast, we explore how dual process theory — the idea that people make decisions using either fast, emotional (System 1) or slow, rational (System 2) thinking — can revolutionize your personalization and behavioral segmentation strategy.

You’ll learn how to identify which cognitive mode your audience is operating in and tailor your messaging, UX, and content to align with their mindset. Whether it’s quick impulse buys or high-consideration purchases, we break down actionable tactics for reaching both System 1 and System 2 customers at the right time, with the right message.

From ecommerce UX to digital ads, from loyalty programs to in-store experiences, discover how understanding thinking styles can help you boost engagement, improve targeting, and influence decisions more effectively.

Keywords: dual process theory, System 1 and System 2, personalization strategy, behavioral segmentation, customer experience design, fast vs slow thinking, behavioral targeting, marketing psychology, decision-making science, intuitive vs rational behavior

Behavioral Economics in Marketing Podcast | Understanding how we as humans make decisions is an important part of marketing. Behavioral economics is the study of decision-making and can give keen insight into buyer behavior and help to shape your marketing mix. Marketers can tap into Behavioral Economics to create environments that nudge people towards their products and services, to conduct better market research and analyze their marketing mix.

Sandra Thomas-Comenole | Host | Marketing professional with over 15 years of experience leading marketing and sales teams and a rigorously quantitative Master’s degree in economics from Rensselaer Polytechnic Institute.