As an entrepreneurial consumer psychologist, Dr. Reid founded Sentient Decision Science, Inc. to bring the visionary advances from the behavioral sciences to business in a practical and accessible format. Sentient is a leading behavioral science based research and consulting firm providing best-in-class implicit research technology, applied behavioral economics and marketing science based brand consulting to optimize product, pricing and promotion development and emotionally differentiate brands through strategic positioning and communications.
Dr. Reid is an expert in how emotion influences choice and the subconscious drivers of behavior. His publications include mathematical models of consumer irrationalities in top peer-reviewed psychology journals, such as the Journal of Experimental Psychology and the Journal of Behavioral Decision Making as well as industry leading recognition from ESOMAR. His landmark publication of "Emotion as a Tradeable Quantity" was the first to quantify how emotion influences choice as a behavioral weighting mechanism.