Introducing System Zero: The Drive for Marketplace Dignity

Behavioral social science has been largely dominated by dual system models that discriminate between fast, automatic modes of processing, often referred to as “system 1” and more reflective and effortful processing modes, often referred to as “system 2”. This paper proposes a third system specific to consumer behavior, the drive for marketplace dignity, which we refer to as “system 0.” We articulate a nomological net for the drive for marketplace dignity, arguing for its distinction from the systems described in prevalent dual-system models and highlighting its usefulness in understanding marketing-relevant constructs. Further, we propose three components of marketplace dignity, the absence of which determine whether system 0 is activated: recognition, equality and agency. We close with an overview of hypotheses that could help us substantiate the characterization of system 0 and a preliminary “System 0 checklist” that may be used to assess a firm or government agency’s system 0 strengths and weaknesses. Though the empirical exploration of system zero lies ahead, we hope that a cooperative effort can refine and correct our initial ideas, such that the drive for marketplace dignity can be rigorously respected, to the greater flourishing of consumers, firms, policy design and the marketplace it serves.