Why do emotions drive every decision we make?

In this episode of The Next Decision, host Jarie Bolander sits down with Ian Baer, Founder & CEO of Sooth, to explore the emotional core behind business and consumer choices. From predictive intelligence to the fact that 90% of financial decisions are emotional, Ian explains why demographics and past behavior aren’t enough—and how emotional, practical, and situational needs shape what people really do.

What you’ll learn in this episode:

• Why every decision has an emotional trigger

• How emotions, practical filters, and situational context predict choices

• Why only 7% of brand decisions can be explained by demographics

• How decision fatigue shapes modern buyers

• What B2B and B2C marketers can learn from each other

• Why empathy and storytelling are the most powerful tools in marketing

Listen to the full conversation to understand how emotions drive decisions—and how brands can connect with customers on a deeper level.

More from The Next Decision:
https://www.youtube.com/playlist?list=PLemOze6ZExypHSrOBc3A6gTDTIFqsYFef

Decision Counsel:
https://decisioncounsel.com

Sooth:
https://sooth.com