Emotionomics: Leveraging Emotions for Business Success [Hardcover]

Dan Hill D.V (Author), Sam Simon (Foreword)

Book Description

Publication Date: January 28, 2009

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.

Editorial Reviews

Review

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

Review

"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."

See all Editorial Reviews

Product Details

• Hardcover: 368 pages
• Publisher: Kogan Page; Revised,Revised edition (January 28, 2009)
• Language: English
• ISBN-10: 0749453990
• ISBN-13: 978-0749453992
• Product Dimensions: 6.1 x 1.1 x 9.2 inches
• Shipping Weight: 2 pounds
• Average Customer Review: 4.7 out of 5 stars  See all reviews (9 customer reviews)
• Amazon Best Sellers Rank: #686,180 in Books (See Top 100 in Books)

More About the Author

Discover books, learn about writers, read author blogs, and more.

Most Helpful Customer Reviews

7 of 7 people found the following review helpful

5.0 out of 5 stars A must for marketing and advertising professionals February 8, 2009

By Svetlana Holt

Format:Hardcover

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"

5 of 5 people found the following review helpful

5.0 out of 5 stars New tool to a new world December 1, 2009

By Theodoro

Format:Hardcover

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.

4 of 4 people found the following review helpful

4.0 out of 5 stars Fascinating guide to the science of facial coding January 18, 2010

By Rolf Dobelli HALL OF FAMETOP 1000 REVIEWER

Format:Hardcover

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.