The Power of Feelings: Transforming Marketing with Dr. Michel Tuan Pham

Dr. Michel Tuan Pham, Kravis Professor of Business and Chair of the Marketing Division at Columbia Business School, shares key insights from his research, “The Power of Feelings: How Emotions Shape Consumer and Executive Decision-Making.” Dr. Michel Tuan Pham identifies four main sources of emotions in decision-making: integral (from the object itself), incidental (from unrelated moods), anticipated (expectations of future feelings), and semi-integral (associations tied to the object, like endorsements). Integral emotions provide relevant information for decisions, while incidental and semi-integral emotions can mislead. Mild emotions help, but very intense feelings may distort judgment. In consumer behavior, emotions are powerful because they arise quickly, feel true, work unconsciously, and shape later rationalization. Marketing should ethically use emotions where expected, but avoid manipulative or deceptive strategies. For executives, subtle intuitive feelings can serve as valuable decision cues when their source is unclear, reflecting accumulated knowledge. Marketers and leaders should shape initial emotional responses, respect consumer autonomy, and recognize how both emotions and rational thinking interact in choice-making. This podcast is brought to you by Global Management Consultancy. For more information, please visit www.globalmanagementconsultancy.com. Disclaimer: A. The background music used in this video is the property of its respective developer and is protected by Copyright. Although it is a free version, Business Talk, Global Management Consultancy and Deepak Bhatt do not hold the rights to this music. B. Dr. Michel Tuan Pham generously shared profound insights from his research, “The Power of Feelings: How Emotions Shape Consumer and Executive Decision-Making,” during his appearance on the Business Talk podcast channel. The uploaded video contains copyrighted material; therefore, any modifications to graphics, music, or the presence of the author or host are strictly prohibited.