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Emotionomics: Leveraging Emotions for Business Success Paperback – November 15, 2010

4.5 out of 5 stars 11 customer reviews

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Editorial Reviews

Review

"The large number of examples illustrating the divide between stated and actual response to an ad or product, and the convincing explanations of why some products and ad campaigns worked and some didn't, making Emotionomics a must-read for any marketer wanting a different set of insights into customer behavior." -www.neurosciencemarketing.com 

"Dan Hill's book is a revelation." - Philip Kotler

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

"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.



"Get ready for a wild ride." - Seth Godin

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." --This text refers to an out of print or unavailable edition of this title.
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Product Details

  • Paperback: 368 pages
  • Publisher: Kogan Page; Revised edition (November 15, 2010)
  • Language: English
  • ISBN-10: 0749461896
  • ISBN-13: 978-0749461898
  • Product Dimensions: 6.2 x 0.7 x 9.3 inches
  • Shipping Weight: 1.1 pounds (View shipping rates and policies)
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (11 customer reviews)
  • Amazon Best Sellers Rank: #497,879 in Books (See Top 100 in Books)

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Customer Reviews

Top Customer Reviews

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.
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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"
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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.
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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.
3.
Read more ›
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Format: Paperback
The are some interesting concepts that I take with me after reading this book. It's a very interesting and actual topic.
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.
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