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Sentinent’s ‘Emotional Taxonomy’ Connects Emotions and Behavior

Published:By Sentient Decision Science

Sentient has developed an emotional taxonomy that goes beyond the seven basic emotions to characterize 26 distinct emotions that directly impact consumer behavior. The Sentient 26 taxonomy is founded in the latest academic research on the universal nature of human emotional experience drawing from the work of Paul Ekman, Antonio Damasio, Jonathan Haidt, Jaak Panksepp and Joseph LeDoux among others who have developed classification systems of emotional experience and expression. Through thousands of studies, and more than 50 million individual measures of implicit, subconscious associations, Sentient has identified a subset of emotions that have demonstrated consistent measurement properties and have shown strong predictive accuracy of consumer choice.

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