Emotionomics: Leveraging Emotions for Business Success / Edition 2

Emotionomics: Leveraging Emotions for Business Success / Edition 2

by Dan Hill
     
 

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ISBN-10: 0749461896

ISBN-13: 9780749461898

Pub. Date: 11/28/2010

Publisher: Kogan Page, Ltd

For far too-long, emotions have been ignored in favour of rationality and efficiency, but scientific breakthroughs have revealed that people are primarily emotional decision makers. Many companies, though, have not yet accepted that fact, much less acted on it.

Emotionomics - listed by Advertising Age as one of the ten books you should read - will help you to

Overview

For far too-long, emotions have been ignored in favour of rationality and efficiency, but scientific breakthroughs have revealed that people are primarily emotional decision makers. Many companies, though, have not yet accepted that fact, much less acted on it.

Emotionomics - listed by Advertising Age as one of the ten books you should read - will help you to understand emotions in terms of business opportunities. In today's highly competitive marketplace where many products look alike, it is the emotional benefit that can make the difference. Dan Hill's book draws on insights gathered through facial coding, the best viable means of measuring and managing the emotional response of customers and employees, to help you leverage emotions for business success in terms of branding, product design, advertising, sales, customer service, and employee engagement.

Emotions matter and Emotionomics will help you to step closer to customers and employees, while also stepping ahead of your competitors.

Product Details

ISBN-13:
9780749461898
Publisher:
Kogan Page, Ltd
Publication date:
11/28/2010
Edition description:
Revised
Pages:
368
Sales rank:
1,091,210
Product dimensions:
6.10(w) x 9.20(h) x 0.80(d)

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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