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Emotionomics: Leveraging Emotions for Business Success / Edition 2

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Overview

For far too long, emotions have been ignored in favor of rationality and efficiency.  Breakthroughs in brain science have revealed that people are primarily emotional decision-makers.  Many companies have not yet accepted that fact, ignoring emotion in favor of rationality and efficiency.  Even fewer have acted on it.
 
Emotionomics looks at emotions in terms of business opportunities, both in the marketplace and in the workplace.  In today's highly competitive marketplace where many products look alike, a product's emotional benefit can make the difference.  Moreover, a company with an emotionally engaged workforce will undoubtedly achieve competitive advantage.
 

A revised edition that replaces the 2007 release, Dan Hill's book draws on insights gathered through facial coding, the single best viable means of measuring and managing the emotional response of customers and employees.  It shows how to leverage emotions for business success in branding, product design, advertising, sales, customer satisfaction, leadership, and employee management.
 
Emotions matter, and this book will help readers not only step closer to customers and employees, but also to step ahead of competitors.

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Editorial Reviews

From the Publisher

"Get ready for a wild ride." - Seth Godin
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Product Details

  • ISBN-13: 9780749461898
  • Publisher: Kogan Page, Ltd
  • Publication date: 11/28/2010
  • Edition description: Revised
  • Edition number: 2
  • Pages: 368
  • Sales rank: 964,245
  • Product dimensions: 6.10 (w) x 9.20 (h) x 0.80 (d)

Meet the Author

Dan Hill is an authority on the role of emotions in consumer and employee behavior and an expert in facial coding as an aid in measuring people's decision-making process.  He is the founder and president of Sensory Logic, a scientific, research-based consulting firm that specializes in gauging and helping to enhance companies' sensory-emotional connection with consumers.  He has appeared on CNN, the Today Show, MSNBC, and Fox Business.  He is the author of About Face: How to Make Sure Advertising Is On-Emotion and On-Message, Body of Truth: Leveraging What Consumers Can't or Won't Say, and Face Time: How the 2008 Presidential Race Reveals the Importance of Being On-Emotion in Politics, Business and in Life.

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Table of Contents

Foreword Sam Simon xv

Acknowledgements xix

Introduction 1

1 Why emotions matter 13

Overview 14

Science: the meaning of a three-part brain 15

Origins and scope: why and how facial coding works 25

Deliverables: facial coding in practice 42

2 Branding 57

Overview 58

Reflected beliefs: keep consumers' values in view 59

Belonging: where status and security meet 67

Telling a story: selling familiarity and comfort 72

Conclusion 83

3 Offer design, packaging and usability 85

Overview 86

Winning superiority: nurturing a 'wow' 87

Sensory pay-off: the way to the heart 97

Functional fulfilment: joy, not frustration 103

Conclusion 107

4 Advertising 111

Overview 112

Being absorbing: what stopping power entails 113

The invisible line: why knowing the target market matters 122

Reassurance: defusing scepticism 130

Conclusion 141

5 Sales 145

Overview 146

Commitment: adopting a relationship model 147

Unity: staying in step with the prospect 154

Interwoven rewards: creating a 'we' mentality 168

Conclusion 173

6 Retail and service 175

Overview 176

Respectfulness: enabling efficiency 177

Engagement: bringing back delight 184

Reassurance: proving oneself right 190

Conclusion 197

7 Workplace 199

Overview 200

Compatibility: why character matters 201

Cohesive culture: bringing everyone along 212

Trust: avoid disconnects 224

Conclusion 236

Afterword 239

References 243

Credits and permissions 251

Index 255

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