We actually don’t choose between experiences, we choose between memories of experiences.
—Professor Daniel Kahneman
In the previous two chapters, we provided astounding evidence both from our research and from independent research that emotions are key drivers of value for organizations. But why are they so important and yet, customers themselves are not aware of their importance to them? We’ll dig into this question in this chapter.
Why Are Emotions So Important?
Behavioral science comes to the forefront in explaining why emotions are so important. Professor Daniel Kahneman, Nobel Laureate for economics, says, “There is confusion between experience and memories. We actually don’t choose between experiences, ...
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