Emotionomics: Leveraging emotions for business success

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For far too long, emotions have been ignored in favor of rationality and efficiency. However, breakthroughs in brain science have revealed that people are primarily emotional decision-makers. Many companies have not yet accepted this fact, much less acted on it. Emotionomics will help you to understand emotions in terms of business opportunities. In today’s highly competitive marketplace where many products look alike, it is the emotional benefit of a product that can make the difference. At the same time, companies with engaged, productive workforces will undoubtedly achieve a competitive advantage. 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 will teach you to leverage emotions for business success in terms of branding, product design, advertising, sales, customers satisfaction, leadership and employee management. Emotions matter, and this book will help you not only to step closer to customers and employees, but to also step ahead of your competitors. About The Author Dan Hill is a recognized authority on the role of emotions in consumer andemployee behavior, and an expert in facial coding as an aid in measuring people’s decision-making process for consumer insight testing. He is the founder and president of Sensory Logic - a scientific, research-based consultancy that specializes in enhancing companies’ sensoryemotional connectivity. Dan is a frequent speaker at business conventions across the globe and also the author of Body of Truth: Le averaging What Consumers Can’t or Won’t Say. Table of Contents Introduction Part One: Why emotions matter The new mental model Overview Science: the meaning of a three-part brain Psychology: balancing blind instinct with growth Economics: plugging emotions into the equation The science of facial coding Overview The challenge: when words along fail us Origins and scope: why and how facial coding works Deliverables: facial coding in practice Emotions and motivations Overview Contextualizing emotions: how feelings fuel behaviour Motivations: what spurs us on The Emotionomics Matrix: introducing a strategic model Part Two: Marketplace applications Branding Overview Reflected beliefs: keep consumers’ values in view Belonging: where status and security meet Telling a story: selling familiarity and comfort Conclusion Offer design, packaging and usability Overview Winning superiority: nurturing a ‘wow’ Sensory payoff: the way to the heart Functional fulfilment: joy not frustration Conclusion Advertising Overview Being absorbing: what stopping power entails The invisible line: why knowing the target market matters Reassurance: defusing skepticism Conclusion Sales Overview Commitment: adopting a relationship model Unity: staying in step with the prospect Interwoven rewards: creating a ‘we’ mentality Conclusion Retail and service Overview Respectfulness: enabling efficiency Engagement: bringing back delight Reassurance: proving oneself right Conclusion Part Three: Workplace applications Leadership Overview The greater good: why character matters Clear vision: forward thinking and feeling Cohesive culture: bringing everyone along Conclusion Employee management Overview Compatibility: identifying what works Reciprocating trust: avoid disconnects Mission critical: inspiring a questing mentality Conclusion