Author Archives: Brendan Cooney

Director of Behavioral Science, Sentient Decision Science
sentient-most-memorable-product-launch

Most Memorable New Product Launch 2016

Brendan Cooney
Director of Behavioral Science, Sentient Decision Science

Results of the Most Memorable New Product Launch Survey are in. A few key findings from the fifteenth annual study between Schneider Associates and Sentient are highlighted online in Forbes. We’ll expand on a few more here….Read More

Sentient Cognitive Dissonance

From Sweet to Sour: Cognitive and Post Decision Dissonance

Brendan Cooney
Director of Behavioral Science, Sentient Decision Science

Some choices are hard to make, especially when the options we are faced with are nearly equivalent. Nevertheless we manage to make decisions every day and, buyer’s remorse notwithstanding, we frequently feel satisfied with our choices. And those previously attractive alternatives? Well, we tell ourselves, they were somehow lacking anyway. But have we arrived at that conclusion through rational consideration of each alternative’s objective value, or do we subjectively—and retroactively—adjust the value we place on rejected options in order to feel better about the choice we made?