Feel, Behave, Think: The Pathway to Human Decision Making

Understanding the power of emotion
One of the core findings of modern behavioral science is that we often don’t know why we do what we do. You can ask somebody: Why did you choose that car? Why did you choose that product? Why did you buy that brand? Unbeknownst to us we have arrived at the decision through a complex, efficient, and subconscious emotional construct. We know what we’re feeling, just not how and why we got to the decision. But we also don’t want to admit how little we know about how we arrived at the decision, and because we are in control of the narrative, we derive a rational process to fulfill the story.

Feel, Behave, Think explores the pathway to human decision making, that we feel, then behave and lastly, we think.

Every year, 8 out of 10 new product launches fail despite input from consumer insights and support from brand marketing. What is missing? Despite the wealth of behavioral science that demonstrates that emotions play the dominant role in decision making, the industry continues to focus on attitudes to understand behavior. We are so busy asking consumers what they think, and how they may behave, that we ignore the true impetus of decision making, how they feel.

Through this book’s engaging anecdotes, embark on a journey into the decision processes of the mind to truly understand the power of emotion.