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Daniel Kahneman, the Nobel Prize-winning psychologist who helped debunk the notion that people tend to make rational economic decisions, has died at age 90. Even if he (over)simplified the underlying neuroscience research to some extent, he was a great spokesperson for how strongly emotions influence human thinking and decision making. Kahneman's System-1 and System-2 thinking has become a popular because practical concept. He and other major contributors from cognitive science and neuro science shed light on why emotional triggers work: * Emotions are fast (Kahneman) The limbic brain hosting the emotional values works with 11.000 Bits/sec while the brain’s cognitive parts work with 80 Bits/sec. * Emotions are low effort. Don’t make me think does not work for UX alone. Cook/UCLA proved that emotional ads were more impactful while logical/rational persuasions take more effort. * Emotions are complex but centered. While the cognitive brain areas are more interconnected with our limbic brain than we thought, the limbic brain plays a central role. Damasio/MIT proved that people with damaged limbic brain do hard making decisions. * Emotions are linked with memories. Emotions and memories are “stored together” (G.Bower) and better remembered (Cook). Kahneman's influence on our view of emotions and thinking cannot be overestimated. Even in the GenAI context of developing prompt chains through Retrieval Augmented Generation (RAG), we can see applications of his approach. Daniel Kahnemann has passed away, but his work remains. Thank you Daniel Kahneman! #kahneman #emotion #decisionmaking #marketing

Insights on Emotional Marketing AI : Which Emotions? In the ever-evolving landscape of marketing, understanding and harnessing the power of emotions is key for brands and retailers seeking to build meaningful connections with their audience. Emotions have been studied in cognitive science for over 50 years and in neuroscience for two decades. While for some marketers this represents a wealth of knowledge, for others it is a deep unknown ocean. Here is to shed light on which emotions really matter for marketing. ( 1 ) Beyond the Basics While Paul Ekman's six basic emotions - sadness, happiness, fear, anger, surprise and disgust - serve as a foundational framework, we need to go beyond these boundaries. Rather than fixating on basic emotions, we should focus on understanding what truly motivates and drives people. It's not just about the emotions themselves; it's about the underlying factors that influence customer behavior. ( 2 ) Navigating the Maze of Emotion Concepts In the vast sea of emotion concepts, ranging from scientifically validated frameworks to pseudoscience, it's easy to get lost. From Plutchik’s Wheel of Emotions to the Big5/OCEAN model, 16Personalities, and the Enneagram, there's no shortage of options. Be aware that emotions are widely used in various fields such as healthcare, politics, and business areas such as human resources and marketing, and that not all of these concepts are equally applicable or relevant in a marketing context. ( 3 ) Identifying Marketing-Relevant Emotions In marketing, one of the best concepts to start exploring the complex world of emotions is the Schwartz Value System. The refined theory of basic values (2012) identified 19 basic values that are universal across cultures and influence human behavior. They represent core aspects of human personality and guide individuals' attitudes, beliefs, and actions in various domains of life: Self-Direction (independence, creativity, freedom) Stimulation (excitement, novelty) Hedonism (pleasure, enjoyment) Achievement (success, mastery) Power (control, authority) Security (safety, stability) Conformity (obedience, norms) Tradition (heritage, rituals) Benevolence (welfare, concern) Universalism (equality, justice) Self-Transcendence (broader world beyond) Universalism Concern (environment) Self-Enhancement (success, achievement) Hedonism Enjoyment (life experiences) Stimulation Excitement (novelty, adventure) Achievement Personal Success (accomplishment, competence) Power Dominance (influence, authority) Security Safety (protection) Conformity Social Norms (adherence to social conventions) Despite some criticisms such as redundancy and measurement challenges, Schwartz's refined theory of core values provides a comprehensive framework for understanding the fundamental motivations that drive human behavior. More insights on emotional marketing AI in upcoming posts #emotions #marketing #emotionalmarketing #marketingai 

EmotionGPT is out now. WUNDER.ai just launched a new AI that is trained to understand and quantify emotional values at scale. It’s an emotional data generator inspired by Marvin Minsky’s “Emotion Machine”. Built on the latest advances in generative AI and mind machines with LLMs, knowledge graphs and digital twins. These are the key features of EmotionGPT: * Mimics human brain‘s data architecture * Translates every data into emotions * Contains thousands of emotion terms and keywords * Organizes emotions into a knowledge graph * Quantifies emotions into emotional profiles EmotionGPT is helping marketing to generate emotional twins for everything: Target groups, customers, peer groups, brands, content and products. A new AI tool to give marketing more soul. It works for every business with consumers involved: Fashion, beauty, food, travel, home interior, cars, insurance and many more. If you are interested in creating a sample data set for your company, simply drop me a line. #ai #marketing #data #emotion #emotionalAI #emotionalvalue #LLM #knowledgegraph #digitaltwin

Back to the 1980s, emotions have a long history in being used to make brands emotionally appealing to their target groups. Nike and Adidas, and many years later RedBull have shown what’s possible. Along the time, consumer insights used emotions to deeply describe customers needs and wants but remained qualitative and unsorted, and did hard to connect with behavioral data. Today there’s a much more extended view to the role of emotions in marketing. 50 years of cognitive science has been widely proved over the past years by neuro science. The core message is that emotions are the center of human-decision making. Kahneman’s system-1 and system-2 thinking (fast and slow), Damasio’s finding that damage in the emotional systems hinders decision making, and Cook’s dont-make-me-think on ads recall are just a few examples. When emotions are the center of customer decision-making, they are the drivers of customer behavior. In today’s markets dominated by customers, respecting their mechanics of decision-making makes marketing much more effective: Marketing strategy Strategy is about creating growth and value for the company and customers . If it does not customers' values, it’s not sustainable growth. Data strategy Tons of behavior data cannot reverse engineer the underlying emotional values. We might rethink our data strategy which data really matters to make valuable marketing decisions. Personalization In times of fully equipped wardrobes and households, purchasing new items becomes increasingly a matter of buying emotional values. Brand Loyalty Emotions and memory are strongly intertwined. Customer will remember those interactions where brands have matched their emotional values. From a strategic perspective, investing in the emotional connection of customers to brands and products is one of the smartest approaches to achieving sustainable growth and outperforming the competition. #emotion #emotionalvalues #marketing #strategy #cmo

In marketing, collecting more data than ever before and spending big money on martech makes us feel like we have everything under control. But sometimes we overlook substantial changes in the market, and this is a wake-up call with impressive numbers. There is customers' new demand on matching their emotional values and the era of value-based marketing is coming in full swing. Value-based marketing is a strategic approach that focuses on delivering value to customers rather than solely promoting products or services. It revolves around understanding and meeting customers‘ emotional values and preferences to create long-term relationships and brand loyalty. It’s touching not only customers' heart and mind but their wallet too. With most markets now dominated by customers, this is affecting the marketing growth agenda and the financial bottom line. It’s time to give marketing more soul. #marketing #cmo #marketingstrategy #valuebasedmarketing #marketingAI #emotion #emotionalvalues #customerinsight

The latest advances in AI are bringing things to marketing that we have always dreamed of. We can now generate emotional brand profiles at scale - and in a very short time! It's a blend of LLMs, knowledge graphs, digital twins and cognitive AI and we call it value-based marketing AI. It's a new AI trained to understand and quantify emotional values for brands, customers, products and many more. WUNDER is a marketing AI company with the purpose to give marketing more soul. We strongly believe that understanding customers and the marketing inventory on emotional values is the company's greatest opportunity to create sustainable growth. Today's customers are demanding to match their emotional values with your brand, content and products. If you are interested in how to enter the new era of value-based marketing, talk to us. #valuebasedmarketingAI #LLM #KnowledgeGraph #digitaltwin #cognitiveAI