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Emotionomics: Leveraging Emotions for Business Success Paperback – November 15, 2010
Elsevier Sales & Deals
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"getAbstract recommends Hill's groundbreaking book to executives and managers in all fields, but especially to human resources and marketing professionals." - getAbstract
Entrepreneurs, business consultants, advertising agencies, sales force managers, product design firms, designers, brand managers, brand manufacturers, marketing/sales professionals and business students.
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Top Customer Reviews
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"
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.
3.Read more ›
When you see it in the store also looks very attractive and interesting. Good marketing job.
What I didn't like a lot (and probably if had known it, I wouldn't have but it or think twice) is that the author all the time exposes examples of his own company that provides services in this field. Looks too self promoting to my eyes, I would have preferred to read about different sources, studies or even consultants to have different opinions, not only the authors company.
Most Recent Customer Reviews
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 morePublished on June 26, 2013 by James Cobb
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. Read morePublished on January 21, 2013 by CMW
Because of my knowledge in the commercial production industry, I was very anxious to read this book. Read morePublished on April 18, 2012 by Karen Bordonaro
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
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 morePublished on November 23, 2010 by Susan Bock