Emotions drive decisions

PathosAI Brand Value & Reputation

Traditional consumer research has not been able to provide a trusted, consistent and reliable measure to predict drivers of consumer behavior.

At PathosAI our goal is to help our clients go deeper and unearth real drivers of consumer behavior so that we can answer the ‘why’ behind consumer decisions. Our guiding principles are:

  • Customer decision making is more subconscious than conscious.
  • Our emotional brain drives most decisions vs our rational brain
  • Bias in the human behavior measurement process will skew the results to the same extent as the nature and extent of the bias.
  • In-the-moment measurement is the best way to capture the impact on consumer emotions

PathosAI Loyalty, Intent, Values (LIV) Model

PathosAI brings forward it’s LIV model to measure marketing effectiveness, brand value and reputation.

Our key premise is that emotional engagement score is the best way to understand likelihood of behavior change. And there is ample academic literature that supports this assertion. For example, according to Plutchik’s Sequential Model, emotions are activated due to specific stimuli, which set off certain behavioral patterns. (Krohn, 2007). He identified certain survival behaviors that drive our actions.

We calculate emotional engagement by measuring:

Higher engagement scores and a higher proportion of highly engaged customers would mean a higher likelihood of behaviors with a positive outcome. We also want to remove bias from the measurement process. To us the best way to achieve that is to introduce non-solicited measurement and bring it into the real world as customers go about doing what they do in their normal course of engaging with the brand.


We identify messages and experiences that improve customer loyalty. There is a whole lot of clutter in the number of messages a consumer receives. Consumers will talk about messages that have impacted them at an emotional level. They will also react in certain ways when exposed to the brand and messaging. We look for all such expressions and measure what drives the highest loyalty.


Are your marketing efforts improving customer intent? Our AI tools can detect moments within interactions that impact customer intent. We can calculate whether an interaction had a positive or a negative impact on intent and what were the key drivers that created such an impact. Finally, we identify action areas for you to positively influence customer intent.


Organizations must understand the values customers assign to their brand and whether that drives a stronger emotional engagement. We measure values like fairness, care and trust. Our deep dive insights engine will unearth the customer segments and other contextual information to help you make informed decisions.

Use Cases

1 – Well-being drives intent for first time mothers in the US

First time mothers looking to transition their babies off breast milk are mostly concerned about the impact of formula on their babies and if it’s going to give them the right level of nourishment. They look for information and talk to experts to identify the formula that gives their babies the next best alternative to breastfeeding.

2 – Improve communication about raw materials used

P&G customers were of the view that the company is cruel to animals and uses unhealthy chemicals in its products. The company needs to run a campaign emphasizing that it is humane and that it uses only the best ingredients in its products.

3 – Emotion driven customer personas

We recently started a project to build a new way of developing customer personas, that is to measure emotions and emotional engagement and how that lends itself to identifying types of customers and their needs.

Want to increase your brand value & reputation?