In this episode of the Quiz Marketing Podcast, I sit down with Professor Ye Li, Associate Professor of Management at UC Riverside, to explore the fascinating world of behavioral science and decision-making. We dive into how emotions, gratitude, and cognitive shortcuts (heuristics) shape our choices—especially around money and health—and what truly defines a “good” decision. Professor Li also shares why the design of a question can dramatically influence outcomes in both research and marketing, and how micro-targeting and individual differences play a crucial role in personalization. Plus, we discuss the evolving relationship between AI and human judgment, and how the future of decision-making lies in collaboration between the two. Whether you’re crafting quiz questions or navigating business strategy, this episode offers powerful insights into how people think—and how you can meet them where they are.

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