2

Human behaviour is driven by two decision-making Systems:Human behaviour is driven by two decision-making Systems:1 + 2

4

“We are not thinking machines that feel – we are feeling machines

that think”

“We are not thinking machines that feel – we are feeling machines

that think”

5

LogicalSlow

Rule basedTiring

Considered

IntuitiveFast

EmotionalEffortless Automatic

System 2System 2 System 1System 1

6

7

8

72

78

40

63

Kind

er (I

T)

Goo

gle

(US)

Appl

e (B

R)Ap

ple

(US)

BBC

(UK)

Colg

ate

(FR)

Briti

sh G

as (U

K)

Roya

l Ban

k of

Sco

tland

(UK)

Dove

(UK)

→

P&G

(US)

Emotion-into-Action™ Score

9

What 3 things come to your mind when you think about [brand]?

Simple and easy to use Easy to understand 26

36

The opportunity to give real opinions

Good fun to do 20

25

Less manipulative than most

They help make a difference and are good fun 13

13

Interesting and informative Interesting 11

12

They are about interesting products

Very topical and informative 10

10

(Sample: 1373 x All) %

10

[LOGO]

High Quality

11

3

3

3

2

2

2

2

2

2

2

2

13

14

15

72

78

40

63

Emotion-into-Action™ Score

17

Please name as many consumer banks that you can think of! [20 sec time limit]Which of the following consumer banks are you aware of?

27

12

11

8

7

4

4

2

2

2

2

51

41

34

35

29

18

16

13

9

7

6

97

95

91

95

96

87

86

83

86

69

50

Sparkasse

Deutsche Bank

Volks- undRaiffeisenbanken

Commerzbank

Postbank

ING-DiBa

Sparda-Bank

HypoVereinsbank

TARGOBANK

comdirect

DKB

% of respondents

18

In which of the following consumer banks do you hold a bank account?

47

22

17

16

9

9

8

6

4

3

10

Sparkasse

Volks- und Raiffeisenbanken

Postbank

ING-DiBa

Commerzbank

Deutsche Bank

comdirect

Sparda-Bank

DKB

TARGOBANK

HypoVereinsbank

% of respondents

19

Which of these faces best expresses how you feel about [brand]?

5 5 4 5 5 4 2 37 7 6

41

2521

11 178 14 16

29

14 12

3863

65

7155 76 64 57

60

69 75

2

22

2

3

1

34

31

2

23

1

1 1

5

31

3

34

5

1 2 1

5

54

1 2 172 4 7

115 5

102 2 4

1.32 0.74 0.72 0.59 0.93 0.53 0.75 0.96 0.86 0.61 0.53

21

22

% o

f re

spon

dent

s

Contempt

Disgust

Anger

Fear

Sadness

Neutral

Happiness

Surprise

Intensity Score measured on a scale from 0 to +3

66 63 62 57 57 56 56 55 67 60 59 EiA™ Score

Sparkasse (253)

Volks- und Raiffeisenbanken (255)

Sparda-Bank (254)

TARGOBANK (255)

Postbank (256)

HypoVereinsbank (253)

Commerzbank (256)

Deutsche Bank (254)

ING-DiBa (257)

comdirect (255)

DKB (252)

20

% Agreeing under time pressure

-3E+26

3

Famous bank

Distinctive

Different

Trustworthy bank

Reliable

High Quality

Competent

Good customer service

Friendly

Easy to reach

Many cash machines

High (account) fees

Test average Sparkasse (253)Volks- und Raiffeisenbanken (255) Sparda-Bank (254)

…decide if the words match how you feel about [consumer bank] …but be quick, you only have a couple of seconds to make your choice

21

% Agreeing under time pressure

-3E+26

3

Famous bank

Distinctive

Different

Trustworthy bank

Reliable

High Quality

Competent

Good customer service

Friendly

Easy to reach

Many cash machines

High (account) fees

Test average TARGOBANK (255) Postbank (256)HypoVereinsbank (253) Commerzbank (256) Deutsche Bank (254)

…decide if the words match how you feel about [consumer bank] …but be quick, you only have a couple of seconds to make your choice

22

% Agreeing under time pressure

-3E+26

3

Famous bank

Distinctive

Different

Trustworthy bank

Reliable

High Quality

Competent

Good customer service

Friendly

Easy to reach

Many cash machines

High (account) fees

Test average ING-DiBa (257)comdirect (255) DKB (252)

…decide if the words match how you feel about [consumer bank] …but be quick, you only have a couple of seconds to make your choice

23