Hard-core behaviorism blended with phenomenology (all in a hope of changing people)

And multiplied by Ekman’s emotion recognition, I should add. This is my understanding of what Dr. Marc Rutschmann is doing with his same-name company in Zurich. We had a inspirational conversation in Tallinn and he briefly told me about his approach, developed over the last 20 years or so. The website provide only very basic facts, so I may be not entirely accurate in my own version of the story, but basically it goes like that;

Imaging a person wandering over a supermarket. His (or her) entire journey is recorded (we are being surveilled anyway, it’s not even a part of a research, it’s just ‘there’, as a ambient data service). And this exercise forms the first part of the study, purely behavioristic. Now, when leaving the shop this person is invited to a very special interview. Together with a specially trained interviewer they go through the record with the person, asking the latter to reconstruct the thoughts, emotions (and I guess a general experience) on those moments. This what I’d call ‘phenomenology’, a true introspection, although assisted by the ‘external memory’.

An interesting addition that this recollection process is also recorded, and later analyzed, to detect an emotional state *while* remembering and reconstructing the events and the feelings of the past. Altogether this generate a very rich set of data, and in turn a chance to reconstruct the decision-making tree, spread over time and in the space.

And here the phenomenology strikes back again. The data gathering process by Dr. Rutschmann (at least how I understand them) allow to draw the mental/emotional maps (of the person, and with larger samples of the space itself), for sure. I have recently found a nice clip from BrainJucer with am example of similar ’emotional mapping’:

But in case of the Rutschmann Research they can also prepare the interventions, persuasive modifications of the decision making flow. Remember the Woman in Red Dress? That’s what they are after, if I understood it well.

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