Blog posts on consumer decision making by Sentient Decision Science, a global leader in implicit research.
Philosophers have long been interested in how and why people make judgments in moral dilemmas. Imagine the following scenario (let’s call it the “switch scenario”): a trolley is heading down the tracks toward five people. The only way to save those five lives is to hit a switch that diverts the track down a different […]
Behavioral Science is the future of market research, and the subdiscipline of Neuroscience has a lot to offer that future. Neuroscience is providing new insight on the implicit drivers of behavior by revealing what consumers either can’t or won’t tell us through self-reported methods. Neuromarketing – the application of neuroscience principles and measurement tools to […]
Admitting that a brand is part of your self-identity is difficult to do. Can you imagine admitting to the following “Pepsi is part of who I am.”? Or this: “Starbucks represents how I want to present myself as a person.”? Those are easy to dismiss off the cuff, yet years of research tells us that […]
Understanding hot-state decision making can provide a significant short-term boon in purchase behavior. But ethically, and from a long-term business health perspective, we don’t want to sacrifice long-term consumer satisfaction for short-term reward. The first note of solace on the ethical front is this: people do not respond emotionally to things they don’t value. Thus, […]