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Emotionomics: Leveraging Emotions for Business Success, by Dan Hill
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'I believe that 'emotion' is where it's at'
Tom Peters
For far too long, emotions have been ignored in favour of rationality and efficiency, but breakthroughs in brain science have revealed that people are primarily emotional decision-makers. Many companies have not yet accepted that fact, much less acted on it.
In this fully revised edition, Emotionomics will help you to understand emotions in terms of business opportunities - both in the marketplace and in the workplace. In today's highly competitive marketplace where many products look alike, it is the emotional benefit that can make the difference. At the same time, companies with engaged, productive work forces will undoubtedly achieve 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, to help you to leverage emotions for business success in terms of branding, product design, advertising, sales, customer satisfaction, leadership and employee management.
Emotions matter and Emotionomics will help you to step closer to customers and employees, but step ahead of your competitors.
- Sales Rank: #593202 in eBooks
- Published on: 2010-10-03
- Released on: 2010-10-03
- Format: Kindle eBook
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."
Review
"Emotionomics is a truly unique read. Mr. Hill's cutting edge applications of sensory, emotional, and rational research are a must for today's business environment."
Most helpful customer reviews
6 of 6 people found the following review helpful.
Fascinating guide to the science of facial coding
By Rolf Dobelli
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.
8 of 9 people found the following review helpful.
A must for marketing and advertising professionals
By sH
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"
6 of 8 people found the following review helpful.
New tool to a new world
By Theodoro
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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