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Emotionomics: Leveraging Emotions for Business Success [Kindle Edition]

Dan Hill
4.5 out of 5 stars  See all reviews (11 customer reviews)

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Book Description

I believe that 'emotion' is where it's at'

Tom Peters

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

In this fully revised edition, Emotionomics will help you to understand 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, it is the emotional benefit that can make the difference. At the same time, companies with engaged, productive work forces will undoubtedly achieve competitive advantage. 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, to help you to leverage emotions for business success in terms of branding, product design, advertising, sales, customer satisfaction, leadership and employee management.

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

Editorial Reviews


""[C]ompelling conclusions and insight... an artful and skilled discourse on the business of life."" -


"80% of decisions are made emotionally. And today's business winners will be those who best connect emotionally and empathetically. Reading Emotionomics gives you a head start."

Product Details

  • File Size: 6562 KB
  • Print Length: 288 pages
  • Publisher: Kogan Page; 2 edition (October 3, 2010)
  • Sold by: Amazon Digital Services, Inc.
  • Language: English
  • ASIN: B0089UQNKY
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Enabled
  • Lending: Not Enabled
  • Amazon Best Sellers Rank: #496,052 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Customer Reviews

Most Helpful Customer Reviews
8 of 8 people found the following review helpful
5.0 out of 5 stars A must for marketing and advertising professionals February 8, 2009
Overall, the book is devoted to examining and application of the emotional components in marketing, advertising, and sales - presenting a compelling case for employing "emotionomics matrix", a model the author developed to quantify, analyze, and explain emotional responses to stimuli in the processes of designing and evaluating advertising copy and analyzing a sales process.
The "matrix" is used as a formula for quantifying people's emotional responses observed through the movement of facial muscles, which the author refers to as "facial coding". The technique and the science behind the facial coding are heavily emphasized and forcefully promoted as a reliable measure of the strength of emotional response (both impact and appeal) in testing advertisement effectiveness.
The overarching strategy of the book is based on the assumption that "core beliefs are built on core emotions"(102), and that emotions, more than logic, drive business. My favorite quote is, "... to achieve success, companies must follow nature" (325).
Although the author's expertise clearly lies in the domains of the psychology of advertising and marketing, I found the small chapters at the end of the book dedicated to hiring, training, retention, evaluation, management, and leadership quite compelling.
Some of the quotes that stand out for me are as follows:
p. 290 "Managing employees is the single most emotional component of the business world"
p.292 "Talent gets overrated in relation to character"
p.301" Knowledge-based training ignores how emotionally driven idea retention is"
p.303 " ultimately, in bottom-line terms, employee management is about creating a working relationship in which performance thrives"
p.283 "to create a unified culture, a leader must commit rationally to being emotionally vulnerable"
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5 of 5 people found the following review helpful
4.0 out of 5 stars Fascinating guide to the science of facial coding January 18, 2010
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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6 of 7 people found the following review helpful
5.0 out of 5 stars New tool to a new world December 1, 2009
To DAN HILL - thank you to have ritten this book,I read one book a week for business, marketing, personal development, internet and investiment, to me your book was the best I read in 2009 I read in Portuguise, the book is grately ritten,easely to understand and change my mind, as an engeneer I was conducting most of bussines as if persons have logic decisions. Big mistake. Most decisions are emotionals as you explane, our brain hardware makes most decisions emotional, and face evaluation is a grate tool for any human contact. A grate book for everyone on life.
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1 of 1 people found the following review helpful
5.0 out of 5 stars Great read - makes you rethink your strategies January 21, 2013
Format:Paperback|Verified Purchase
I couldn't put this book down once I started. It's a great intro to emotions in the business world and kept me thinking well beyond the book's concepts. Of course he's focusing on facial coding as a key tool since that's his business, but the concepts of how to incorporate emotions into many different business aspects is worth a read through.
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5.0 out of 5 stars Faces Don't Lie August 20, 2012
Format:Paperback|Verified Purchase
This is a thought-provoking book. It helps us to understand that there is a hidden truth behind people's answers. Whether in the consumer world, at home, or in the workplace. It seems that Dan Hill has made a success by helping advertisers discern truth from appearance. His conclusion is that emotions trump logic most every time. He explains that we don't spend enough time addressing the emotion impact of our communications.

Hill's company does what is known as facial coding. Facial coding has been around a lot longer than verbal language. We communicate with one another continuously at subtle levels we are generally unaware of. By studying facial responses to inputs, you can find out about how the emotions are truly processing. For example, somebody may say that they like a certain ad, but emotionally they don't trust the characters in the ad and therefore don't trust the brand and won't buy.

I learned about facial coding in my litigation career as well as in my study of neuro linguistic programming. It is often difficult to do in a one-on-one context as the information is moving so fast. Hill's business, Sensory Logic, is able to record facial expressions and then through computer algorithms, is able to provide emotional data. For the rest of this book summary, I will share what I feel are unique insights in the book. It is one of those books I encourage everyone to read.

1. Watch out for feature-itis - Defined by Hill as a company's tendency to over-think and over-execute the design of a product, service or experience by including too many extraneous features.
2. Message-itis - A company's tendency to persuade consumers [employees] by loading up its advertising with extra, rationally-oriented messages that over complicate the execution.
Read more ›
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Most Recent Customer Reviews
3.0 out of 5 stars Interesting but with some cons
The are some interesting concepts that I take with me after reading this book. It's a very interesting and actual topic. Read more
Published 18 months ago by Daniel Z.
5.0 out of 5 stars Excellent Summary of Emotion States & Influence on Behavior
I read the first edition of this book and believed it did an excellent job of bringing many of the theories about emotional engagement into a simple and easy to understand summary. Read more
Published 19 months ago by James Cobb
5.0 out of 5 stars Very interesting and informative reading
Because of my knowledge in the commercial production industry, I was very anxious to read this book. Read more
Published on April 18, 2012 by Karen Bordonaro
4.0 out of 5 stars Emotion more than ratio and face expression more than words?
Well deduced and explained, probably not as blatant as sustained, but Dan Hills view can help, particularly in PR work.
Published on December 29, 2010 by HLFritz
4.0 out of 5 stars Hill pulls it all together
This book is a terrific text in that it is not only strategic, it is practical. His graphics and manner of explanation puts verbiage around a topic that is typically too 'messy'... Read more
Published on November 23, 2010 by Susan Bock
5.0 out of 5 stars Understanding and Including Emotions In Decision Making Is HUGE!
Emotionomics by Dan Hill is an excellent read. If you are a marketer or business person who works with others or leads other people, understanding how emotions are THE KEY to any... Read more
Published on September 18, 2010 by K. Albee
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