6 of 6 people found the following review helpful:
5.0 out of 5 stars
A must for marketing and advertising professionals, February 8, 2009
This review is from: Emotionomics: Leveraging Emotions for Business Success (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"
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5 of 5 people found the following review helpful:
5.0 out of 5 stars
New tool to a new world, December 1, 2009
This review is from: Emotionomics: Leveraging Emotions for Business Success (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.
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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
This review is from: Emotionomics: Leveraging Emotions for Business Success (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.
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