The Sentiment Spectrum

The Sentiment Spectrum maps the full range of emotional and attitudinal states that customers move through on their journey from awareness to advocacy. Readers learn to detect, measure, and respond to shifts in sentiment — and to design experiences that guide people toward positive emotional states. Numbers tell you what people did. Sentiment tells you why they did it — and what they'll do next. Mastering the sentiment spectrum gives you the emotional intelligence layer that separates good customer experiences from truly memorable ones. Written for digital marketers, content creators, and business leaders navigating the complex, fast-evolving landscape of online attention and influence.