System 2 is a term from cognitive psychology and describes a type of thinking that emphasises conscious, rational and analytical thinking. This contrasts with System 1, which involves fast, intuitive and automatic thinking. System 2 is activated when complex tasks need to be solved that require a conscious and evaluative approach.

In neuromarketing, knowledge about the function of System 2 is used to optimise marketing strategies. As System 2 tends to be slow and prone to overload, it is important to make the information presented to the consumer clear, simple and concise. By considering how System 2 works, marketers can ensure that their messages are more effective and targeted, ultimately leading to a higher success rate.