Preference Curves
The image at left shows how our emotions influence our judgement. Each line is a Preference Curve and reveals how an individual's preference for a product changes as emotions play a larger role in evaluating the product (see article titled Stoic and Emotional Perspectives in Decision-Making). The far left positions represent entirely stoic perspectives with all weight given to objective characteristics. The Preference Curve change as emotional aspects regarding the product are introduced with the far right hand side of the chart representing entirely emotional decision-making.

The list of the eleven basic emotions measured by Emogram and the product attributes associated with each are provided at left. One will notice that only the first three of these emotions offer a generally pleasant emotional experience while the remaining eight produce unpleasant experiences. Because any combination of emotions may be appropriate in a given situation, a concept called ecological by mental health professionals, none of these emotions should be considered “good” or “bad”. However, they can be classified as “positive” or “negative” to reflect the influence they have on an individual’s overall emotional state.

The interpretations offered provide meaningful insight into an individual's emotional reaction to a product. For example, Contempt is invoked when one believes that the stimulus deliberately acted in a way so as to cause unpleasant emotions. It is a profoundly meaningful emotion because it clearly communicates an assignment of blame and responsibility to the stimulus. It is a near polar opposite of Shame which emerges from self-blame. Contempt means “You deliberately made me feel bad.” When considered as a response to a product it is fair to interpret an increase in Contempt as “Creates animosity toward product or manufacturer”. Similarly, Shame is a very common emotion that emerges whenever a person attributes blame to self for any perceived failure or shortcoming. Shame presents as an attempt to minimize one’s presence to others and the interpretation of an increase in Shame when related to a product is “Makes customer feel incompetent”. Likewise, Distress is well understood to mean "Help me". It communicates helplessness and vulnerability. We see the purest expression of Distress in infants who are uncomfortable and about to cry. The expression of Distress seeks to solicit others to provide comfort and support. When related to a product it is fair to say that an increase in Distress is interpreted to mean “Customer needs more help with the product”. In a similar way, all of the interpretations provided above are based upon careful study of basic human emotions.