Emotionomics: Leveraging Emotions for Business Success

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 ...

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Emotionomics: Leveraging Emotions for Business Success

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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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What People Are Saying

From the Publisher
"[C]ompelling conclusions and insight... an artful and skilled discourse on the business of life." - brandchannel.com
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Product Details

  • ISBN-13: 9780749453992
  • Publisher: Kogan Page, Ltd
  • Publication date: 1/28/2009
  • Edition description: Revised
  • Pages: 368
  • Product dimensions: 6.20 (w) x 9.30 (h) x 1.40 (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.

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Table of Contents

Part One: Why emotions matter      

 

1          The new mental model          

            Overview        

            Science: the meaning of a three-part brain      

            Psychology: balancing blind instinct with growth       

            Economics: plugging emotions into the equation        

 

2          The science of facial coding  

            Overview        

            The challenge: when words alone fail us        

            Origins and scope: why and how facial coding works

            Deliverables: facial coding in practice

 

3          Emotions and motivations    

            Overview        

            Contextualizing emotions: how feelings fuel behaviour         

            Motivations: what spurs us on

            The Emotionomics Matrix: introducing a strategic model       

 

Part Two: Marketplace applications

 

4          Branding        

            Overview        

            Reflected beliefs: keep consumers’ values in view     

            Belonging where status and security meet       

            Telling a story: selling familiarity and comfort

            Conclusion     

 

5          Offer design, packaging and usability          

            Overview        

            Winning superiority: nurturing a ‘wow’          

            Sensory payoff: the way to the heart  

            Functional fulfilment: joy not frustration        

            Conclusion     

 

6          Advertising    

            Overview        

            Being absorbing: what stopping power entails

            The invisible line: why knowing the target market matters      

            Reassurance: defusing scepticism       

            Conclusion     

 

7          Sales   

            Overview        

            Commitment: adopting a relationship model   

            Unity: staying in step with the prospect          

            Interwoven rewards: creating a ‘we’ mentality

            Conclusion     

 

8          Retail and service      

            Overview        

            Respectfulness: enabling efficiency   

            Engagement: bringing back delight     

            Reassurance: proving oneself right     

            Conclusion     

 

Part Three: Workplace applications

 

9          Leadership     

            Overview        

            The greater good: why character matters         

            Clear vision: forward thinking and feeling      

            Cohesive culture: bringing everyone along     

            Conclusion     

 

10        Employee management         

            Overview        

            Compatibility: identifying what works

            Reciprocating trust: avoid disconnects

            Mission critical: inspiring a questing mentality

            Conclusion     

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Sort by: Showing 1 Customer Reviews
  • Posted January 18, 2010

    more from this reviewer

    Fascinating guide to the science of facial coding

    Facial coding, which is based on psychologist Paul Ekman's Facial Action Coding System (FACS), has a sleek and shiny high-tech feel. Indeed, the approach that Dan Hill and his research consultancy firm developed involves eye tracking, video recording, tabulation of "emotional data sets," elaborate scoring systems and comprehensive analyses. Yet, 19th-century scientists Charles Darwin and Guillaume Duchenne studied facial coding and applied their findings in their work. Since prehistoric times, humans have intuitively understood how to read each other's faces. Hill and his colleagues have updated this ancient art to enable companies to determine accurately what consumers and employees truly feel about them and their products - which is different from what they tell researchers. getAbstract recommends Hill's groundbreaking book to executives and managers in all fields, but especially to human resources and marketing professionals.

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