Aaron Reid

Reid, Ph.D. founded Sentient to bridge the gap between behavioral science and business. For over a decade, Sentient has pioneered Emotion AI technology, enhancing the effectiveness of marketing and increasing the predictive accuracy of behavior. Reid, Ph.D. is an expert in quantifying how emotions influence decisions and building technology that reveals the subconscious drivers of behavior. His models of decision-making are published in esteemed journals like the Journal of Experimental Psychology and the Journal of Behavioral Decision Making. The groundbreaking Proportion of Emotion model of decision-making was the first mathematical model of how emotion and reason combine to determine choice.