o:2304 Crisis communication and risk management en Abstract – The human mind, its design, the way in which it works, the way in which decisions are made and, ultimately, manipulations, is always a fascination for scientists and experts. Our decision-making is largely influenced by several factors at once, for example, desires, motives, emotional state at a given moment, the system of values that we have adopted, the way in which we look at our own ambitions and abilities, our assessment of the environment, etc. For the integration of emotions in the decision-making process, a part of the brain called Orbitofrontal Cortex (OFC) is in charge, and this paper deals with only some of the phenomena that can be triggered but also by models that run this whole new area of research called "predictive analytics". Keywords – predictive analytics, predictive model, decision making, Eliot CASE, COVID 19. 91552100 118046985 1552100 978-86-80593-72-2 2023-06-14T14:24:05.915Z 44 no 46 Ratomir Antonović Institut za srpsku kulturu Priština – Leposavić 0000-0001-9134-6346 Milan Stanković Fakultet za pravo, bezbednost i menadzment „Konstantin Veliki", Niš person 0000-0002-1397-8150 application/pdf 787875 https://unilib.phaidrabg.rs/o:2304 no yes 1 70 92000004 71A06 Proceedings of the 3rd Virtual international conference: Path to a knowledge society-managing risks and innovation (PaKSoM 2021) 31 36 2023