@SentientInsight
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Learn about Sentient through the insights we are uncovering across the globe.
Emotion and Reasoning: Competing Forces in Moral Judgment
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...
The mirror neuron mechanism of food consumption
The Association for Psychological Science held its 23rd annual convention from May 26 to May 29 in Washington, DC. This year’s convention featured innovative research at the forefront of psychological science across a wide...
Strategic Anthropomorphizing Can Be An Excellent Way To Increase Emotional Buying
Take a look at this image. What do you see? You might be saying: “This is a smiling car.” Is this car really smiling? I don’t think so. People smile, and maybe animals, but not cars. But if you see a smiling car, you’re not...
To Compare or Not To Compare: That is a Question.How marketers can influence consumer decisions when they have and don’t have a feature-based competitive advantage
Our apologies to Bill Shakespeare for destroying his famous quote. Perhaps we can recover by providing marketers some better-spoken advice related to selling their products and services. Our advice is based upon well-founded...
Injecting some humility into Neuromarketing
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...
The trouble with traditional market research
Traditional research is in trouble. It is suffering from what we call the "can't say/won't say" problem. With 95 to 99 percent of all cognitive processes occurring below conscious awareness, consumers often can't or won't...
The CMO Advantage
Behavioral Science is the future of market research and insight coming out of Neuroscience and Psychology are dovetailing to produce new methodologies of tapping the consumer subconscious. Here we discuss these trends in an...
Who is your brand's out-group? What Reagan, Obama, Ford and Miller Lite all have in common
A compelling out-group can be one of the most galvanizing forces of in-group loyalty. This is as true for playground cliques as it is for presidential candidates. This human truth applies to brands as well, and you can use it...
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