The dirty secret of a code-driven, algorithm-heavy world is that both consumers and marketers have emotional brains. We make irrational decisions, as chronicled by Jonathan Haidt and Daniel Kahneman. We’re full of bias, no matter how hard we try to overcome it.

What’s really happening “”behind the curtain”” of customers and vendors? Who’s the “”wizard””? In this talk, we’ll look at the fundamentals of emotional decision-making—borrowing examples from recent elections to underscore the complex emotional relationships that drive choice. Ultimately, rather than rational appeals, key marketing principles that truly influence emotions are the “”yellow brick road” that can lead consumers closer to their true selves.