“Something like 90 to 95% of our decisions and behaviors are constantly being shaped the non-consciously by emotional brain system.” In this episode of Think Fast, Talk Smart, Professor of Marketing Baba Shiv sits down with lecturer and host Matt Abrahams to share his research on how emotions affect our, and our audience’s, decision making. 

“You’ve got to pay careful attention to the audience that you’re talking to and allow the person to talk,” Shiv says. “Allow the person to talk because then, the person has ownership of the idea.” 

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