Publications

Sentient Thought Leadership

Sentient is dedicated to the advancement of human knowledge on the drivers of behavior. Our industry and academic papers both hold that goal as our standard for publication. Within these papers you will find new thinking and experimental evidence on the fundamental drivers of consumer behavior.

Emotion as a Tradeable Quantity (Reid & Gonazalez-Vallejo, 2009)

This foundational publication details our original experimental work and demonstrates how psychophysiological measurement of emotional arousal can be combined with cognitive trade-off to better predict preferences.





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Emotion and Rationality: Consumer Hot-State Decision Making

This white paper enumerates the “why’s” behind consumer hot-state decision making, and in doing so, better arms managers with insight that will lead to more effective short-term marketing without sacrificing the long-term customer relationship.





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Is it Implicit?

This white paper draws on knowledge coming out of the Sentient Consumer Subconscious Research Lab to provide a practical industry definition of implicit research techniques, detail the best use cases for each technique, and demonstrate how combining implicit and explicit measures in a single model more accurately forecasts consumer behavior.





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In Defense of Marketing

This white paper explores the nature and ethics of conscious and subconscious marketing tactics, details how subconscious marketing influences behavior through the automatic activation of values and goals, and discusses why we should embrace marketing as the spice of our lives rather than relegate it to the depths of the dangerous and deceptive.





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The Sentient 26 Emotional Taxonomy

Sentient has developed an emotional taxonomy that goes beyond the seven basic emotions to characterize 26 distinct emotions that directly impact consumer behavior. This white paper describes the attributes of each to help market researchers learn how emotions interact with reason to determine consumer choice.





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