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The Importance of Needs and Emotionality in Decision Making
In the program on decision making, I teach the brain part while Jonathan Lavaaf teaches the gut part. Understanding people's needs is crucial in shaping their behavior. For example, Nike sells shoes that satisfy physiological needs but also self-esteem and social needs. Picking the right motivation to speak to your target audience is essential. Emotionality is closely tied to needs and motivation. When needs are satisfied, we get happy, but when they are dissatisfied, we get mad. Recent research shows that emotionality plays a key role in decision making, even more than the content of reviews. Emotionality can predict the success of movies, books, and restaurants.
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