B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
86%
86% -- correlation between subconscious feeling and desire to repeat experience for brand decision-making (Kevin Perlmutter / Brand Desire study) (2025)
Kevin Perlmutter's research team found an 86% correlation between subconscious emotional response and the desire to repeat an experience.
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Lighthouse Research Team
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Evidence graded
Value
86%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Kevin Perlmutter (The Behavioring Company interview)
Primary
Tier C
https://www.howiechan.com/newsletter/emotions-experts-ignore ↗
Source Article
The Emotion Experts Ignore — The Behavioring Company
The Emotion Experts Ignore
Something came up in my conversation with brand strategist Kevin Perlmutter that I haven't been able to shake.
He spent over 20 years working inside some of the world's largest ad agencies and brand consultancies. Two decades. High-stakes clients. Major campaigns.
And in a…
Original Research
Kevin Perlmutter (The Behavioring Company interview)
· Original study ↗
Methodology
Cited as a 'landmark study' by brand strategist Kevin Perlmutter; methodology not detailed in source
Methodology documented
Segmentation
Industrymarketing
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Plain Text
brand decision-making (Kevin Perlmutter / Brand Desire study): 86% correlation between subconscious feeling and desire to repeat experience. Source: Kevin Perlmutter (The Behavioring Company interview) (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/emotion-brand-return-correlation-86
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<blockquote cite="https://lighthousedata.io/data/emotion-brand-return-correlation-86" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>86%</strong> -- correlation between subconscious feeling and desire to repeat experience for brand decision-making (Kevin Perlmutter / Brand Desire study)<br><small>Source: Kevin Perlmutter (The Behavioring Company interview) (2025) · <a href="https://lighthousedata.io/data/emotion-brand-return-correlation-86" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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