Consumer psychologist and entrepreneur, Dr. Reid is the Founder and Chief Behavioral Scientist at Sentient Decision Science, Inc. a behavioral science based research and consulting firm. Sentient develops scientifically based software that measures emotion and non-conscious processing in the Consumer mind. A cognitive psychologist by training, with a published research record in the decision-making literature, his areas of expertise include how emotion influences choice, the subconscious drivers of behavior and how they influence brand preference, advertising effectiveness and the success of new product launches. He teaches his course on Emotion and Rationality and provides mentorship on entrepreneurism at Middlebury College.
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