Synopses & Reviews
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.
Review
""[C]ompelling conclusions and insight... an artful and skilled discourse on the business of life."" - brandchannel.com
About 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 Emotionomics: Leveraging Emotions for Business Success, 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.
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