The Role of Emotion in Human Decision Making: Implications for Brand Success

Download our recent white paper, featured during the 2020 AUDIENCExSCIENCE -- the advertising industry’s premier conference on measurement and growth, with a multi-dimensional perspective on the challenges and opportunities of today, while bringing the future into 20/20 focus.

In his paper, Ipsos’ Manuel Garcia-Garcia discusses the role of emotion in the dynamic processes of decision making, and how it informs a successful brand building strategy.

Dual system theories of decision-making (e.g., System 1 vs. System 2) have dominated the recent narrative in the consumer research industry. Recent scientific evidence demonstrates that many of the predictions made by this theory are not supported by the data. This suggests that they are not adequately capturing the dynamic interactions between cognition and emotions in the decision-making processes. Ipsos has partnered with academic experts in decision neuroscience from LabPsyDe at La Sorbonne and from Temple University to develop and test an integrated dynamic decision-making model that extend the dual process theories by adopting a more holistic view of the process.

Download our paper or click here to revisit Manuel's ARF on demand presentation.