Emotionomics: Leveraging Emotions for Business Success

Emotionomics: Leveraging Emotions for Business Success

Dan Hill

Language: English

Pages: 368

ISBN: 0749461896

Format: PDF / Kindle (mobi) / ePub

For far too long, emotions have been ignored in favor of rationality and efficiency.  Breakthroughs in brain science have revealed that people are primarily emotional decision-makers.  Many companies have not yet accepted that fact, ignoring emotion in favor of rationality and efficiency.  Even fewer have acted on it.
Emotionomics looks at 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, a product's emotional benefit can make the difference.  Moreover, a company with an emotionally engaged workforce will undoubtedly achieve competitive advantage.
A revised edition that replaces the 2007 release, 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 shows how to leverage emotions for business success in branding, product design, advertising, sales, customer satisfaction, leadership, and employee management.
Emotions matter, and this book will help readers not only step closer to customers and employees, but also to step ahead of competitors.

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a pair of real-world examples that will combine these elements and demonstrate the importance of being on-emotion. Case 1: Direct mail pieces in the financial sector We tested almost 30 direct mail pieces for a financial services company. (Note that, unless permission was granted, the names of clients and examples of their work won’t be shown in this book in order to protect their confidentiality.) Of those mailings, eight qualified as part of what might be called a ‘hell’ strategy. In

also enables the offer’s use to be emotionally gratifying based on easy, enjoyable functionality that doesn’t reduce the offer’s uniqueness. Now let’s look more closely at how to design an offer with an interruptive call to action that actually gets acted on, starting with the concept stage. Winning superiority: nurturing a ‘wow’ Synopsis: Conceptually, consumers will be more readily enticed if the offer isn’t merely utilitarian, but rather strikingly unique. It should be the result

fingertips – the basics. The sensory bandwidth must be leveraged to ignite and sustain emotional interest in the target market. This sensory intrigue must occur twice: once through packaging and again in actual usage. Let’s concentrate on packaging for now. While ultimately functional, product packaging must be as full of sensory enticement as possible to induce sales opportunities. Packaging’s dual personality – emotionally stimulating in store, rationally satisfactory after purchase – is

successful ad. Over a five-year period during the late 1980s, for instance, separate market research firms tracked the percentage of US and West German viewers who remembered the last commercial they had seen on television. The decline was over 40 per cent in America and nearly 20 per cent among the Germans. More recently, a third research firm found that in cluttered markets like the United States and Japan, TV commercials are only half as capable of increasing awareness as they are in

Parker and Stephens look at why a variety of business initiatives launched during the last two decades didn’t achieve all that they might have. In the section ‘Putting a face on the faceless customer’, they observe that companies simply tend: to overlook the essential fact that, at its heart, business is a human endeavor where individuals meet, talk, work, and otherwise try to help and benefit one another and that emotions were and are at least as much the currency of exchange, satisfaction,

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