Customer Reviews

Emotionomics: Leveraging Emotions for Business Success

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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"

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.

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.

Well deduced and explained, probably not as blatant as sustained, but Dan Hills view can help, particularly in PR work.

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' to deal with.

If you want to gain understanding about yourself as well as the behaviors of others, then this book is for you.

Susan Bock
[...]

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 decision, as well as really getting how what people say vs. what people do can be disconnected -- can make you more effective at developing marketing campaigns that get results, as well as leading and managing people in your organization.

Not all businesses may be able to afford facial coding analysis - but understanding the emotions that drive action, and being alert and aware to how your marketing is engaging your audience and the results that get produced can in itself make a big difference.

Dan expertly guides the reader through the case for how emotions pay a critical role for businesses who engage or sell to people -- and how ignoring that can prove disastrous.

I highly recommend this book!