6. 1. USE THE MOST ADVANCED METHODS
TO ASSESS CONSCIOUS
DELIBERATION (SYSTEM 2 THINKING)
2. USE TRUE IMPLICIT METHODS TO
ASSESS NON-CONSCIOUS
ASSOCIATIONS
(SYSTEM 1 THINKING)
3. USE A SCIENTIFICALLY VALIDATED
MODEL OF HOW TO INTEGRATE
SYSTEM 1 AND SYSTEM 2 DATA INTO
BEHAVIOR PREDICTIONS
THREE KEYS TO SOUND DECISION
SCIENCE
@SentientInsight#soundscience
7. 4.99
EU = Σpi
● u(xi)
Expected Utility
Probability
Sum
Utility
Outcome
Please rate the likelihood that you would
purchase this game…
2.99.99
8. True Implicit
techniques must
not be:
Direct
Deliberate
Controllable
Self-Assessments
“Fast Explicit” – quick conscious
judgments
Try it on your mobile:
bit.ly/sentientdemoiiex
@SentientInsight#soundscience
9. True Implicit
Techniques must not
be:
Direct
Deliberate
Controllable
Self-Assessments
True Implicit
with
Try it on your mobile:
bit.ly/sentientdemoiiex
@SentientInsight#soundscience
10. 10CONFIDENTIAL TO SENTIENT DECISION SCIENCE, INC.
The Proportion of Emotion Model: Scientifically Validated Model of How
to Combine Emotion with Reason
EMOTIONALLY WEIGHTED CONSUMER CHOICE
10
17. 17@SentientInsight#soundscience
Market Validation Study Design (Reid & Decker, 2015)
Demographic
Behavioral
Questions
Ad
Exposure
(2 random
Super Bowl
pods)
Conscious
and Non-
conscious
Brand Affinity
Measures
AD EXPOSURE DESIGN PRODUCES TWO
DISTINCT GROUPS FOR EACH AD:
1. EXPOSED (TEST)
2. NOT EXPOSED (CONTROL)
18. 18@SentientInsight#soundscience
Measured Conscious and Non-conscious Impact of Exposure
to Ads
N = 3,107 adults, 21+ years old, US National Sample
14 Conscious trade-offs between 8 options,
with 24 pieces of information on consumer
values gathered per choice, times 3,107
respondents = 1,043,952 Derived Preference
measures + 298,272 Fast Explicit measures,
totals: 1,342,224 measures of System 2
processing
192 Sentient Prime® implicit emotional and
self-identification measures with brands,
times 3,107 respondents = 596,544
measures of System 1 processing
41
21. 21@SentientInsight#soundscience
Validation of True Implicit Impact Measures for Ad Testing
0.075 0.088
0.430
Conscious Lift (MaxDiff)
Conscious Lift (MaxDiff + Fast Explicit)
Conscious Lift (MaxDiff + Fast Explicit) + True Implicit Lift
Correlation with Volume of Social Actions
(iSpotTV top 20 ads)
22. 22@SentientInsight#soundscience
Validation of True Implicit Impact Measures for Ad Testing
0.073 0.083
0.418
Conscious Lift (MaxDiff)
Conscious Lift (MaxDiff + Fast Explicit)
Conscious Lift (MaxDiff + Fast Explicit) + True Implicit Lift
Correlation with Volume of Online Views
(iSpotTV top 20 ads)
23. 23@SentientInsight#soundscience
Validation of True Implicit Impact Measures for Ad Testing
0.152 0.167
0.516
Conscious Lift (MaxDiff)
Conscious Lift (MaxDiff + Fast Explicit)
Conscious Lift (MaxDiff + Fast Explicit) + True Implicit Lift
Correlation with Volume of Digital SOV
(iSpotTV top 20 ads)
27. 27@SentientInsight#soundscience
Application: Price and Package Size Optimization
ACTUALIN-MARKET
SALESFORECASTACCURACYWALMARTSALES
41
51
80
Reason Based Model Alone
Implicit Emotion Model Alone
Proportion of Emotion Model
30. 30CONFIDENTIAL TO SENTIENT DECISION SCIENCE, INC.
Let’s get implicit, together!
www.sentientdecisionscience.com/subconsciou
slab
www.sentientprime.com
Editor's Notes
The model is based on the function of emotion as an importance “weighting mechanism” on behavior.
Stronger emotional associations (measured implicitly) carry greater weight for the decision maker in the evaluation of brands.
The model evaluates emotional associations quantitatively as decision weights and combines this data with the conscious preference measures derived from the choice based conjoint exercises.