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Emotions Drive Behavior (David Johnson, Decooda)

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Presentation by David Johnson, Decooda, at the 20 June 2019 CX Emotion conference (http://cx-emotion.com)

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Emotions Drive Behavior (David Johnson, Decooda)

  1. 1. Decooda Proprietary and Confidential Information Executive Briefing Series: Understanding Emotions Decooda Proprietary and Confidential Information
  2. 2. Decooda Proprietary and Confidential Information Fact: It is impossible to accurately detect, model, and predict consumer behavior unless we know the affective and cognitive processes that drive it.
  3. 3. Decooda Proprietary and Confidential Information Test: There Seems to be Confusion… “Tell us the emotions that you believe are communicated to brands and companies…” Over 80 discrete “emotions”
  4. 4. Decooda Proprietary and Confidential Information Test: There Seems to be Confusion… “Tell us the emotions that you believe are communicated to brands and companies…” Over 80 discrete “emotions” Emotions Cognitive States Behaviors
  5. 5. Decooda Proprietary and Confidential Information Fact: Not only do people not understand emotions, they often don’t understand the relationship between Emotions, Cognitive States and Behaviors
  6. 6. Decooda Proprietary and Confidential Information Cognition: The mental action of acquiring knowledge and understanding through thought, experience and senses Affect: Influencing the feelings of someone, or moving them emotionally Behavior: Affect can influence cognition and behavior in radical ways (Loewenstein et al., 2001; Phelps, 2006; Rozin et al., 2008).
  7. 7. Decooda Proprietary and Confidential Information Understanding WHY and making predictions Topics Emotions Cognitive States Impact Analysis Understand what Shapes Each Individual’s Behaviors and Why Valuable Connective Tissue and Nuance Understand and Predict Each Individuals Intent Intent Analysis
  8. 8. Decooda Proprietary and Confidential Information The Impact Analysis is THE WHY OF THINGS Linking affect and cognition to predict behaviors
  9. 9. Decooda Proprietary and Confidential Information Imagine: What would relationships be like if you had a real-time understanding of each customer’s state-of-mind? Now you can.
  10. 10. Decooda Proprietary and Confidential Information Why? ATTENTION
  11. 11. Decooda Proprietary and Confidential Information Real-time Scale Longitudinal Relevant 1:1 Loyalty CLV Profitability Why What and How Results
  12. 12. Decooda Proprietary and Confidential Information Executive Briefing Series: Decooda Proprietary and Confidential Information Thank You

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