Emotional Investment Score (EIS)

Emotions play a major role in every decision we make on a daily basis. Although most decisions have a compelling rational basis, the unconscious emotional component often plays a far bigger role than we realize. It’s not too far-fetched to say few decisions are based on reason alone.

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Rafi AhmedComment
Apple, Honda and Saudi Arabia walk into a bar…

From robots that become Saudi Arabian citizens, cars that understand the driver's experience, to emojis that react in real-time to facial expressions or, ahem… animojis, it seems that emotions are being utilized everywhere. And that is no surprise, as understanding human emotions is the key to get us, humans, ever so close to the technology we interact with and depend on.

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Every brand which aims to create loyalty is in the emotion business

We’ve experienced a rise in videos as the ideal format of choice to generate emotional connections between brands and consumers. It is undeniable that a video can carry a message like no other format, but even its formula has been challenged by the meteoric rise of social media since its invention.

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