Body of Truth: Leveraging What Consumers Can't or Won't Say

ISBN-13: 9780471444398 / Angielski / Twarda / 2003 / 272 str.

Dan Hill

Opis

In Body of Truth, Dan Hill, PhD, explores the rational approach to marketing and market research, using the latest findings on human cognition and communication to help marketers tap into consumers' real needs and wants. Hill backs his argument with new technology such as biofeedback and facial coding to measure and record consumers' true sensory responses to products and advertisements, providing a framework for developing marketing initiatives that elicit the optimal emotional response.

Spis treści

Introduction: Laying the Groundwork for Sensory Logic.

Chapter 1. Fighting the Battle: How to Make the Case for the New Marketing Paradigm.

Chapter 2. Rationality Redefined: How Cognition and Communication Actually Work.

Chapter 3. Marketing Backed by Science: Applying Scientific Insights for Marketing Success.

Chapter 4. The New Research: Understanding How Consumers Really View Your Products.

Chapter 5. Using Emotive Branding: How to Tap into Consumers Deepest Emotions.

Chapter 6. Powerful Brand Story Design: Creating a Narrative That Will Solidify Consumer Devotion.

Chapter 7. Emotional Positioning: How to Sell Your Products Based on Their Emotional Resonance.

Chapter 8. Using Emotive Scripts: Tapping into Consumers Emotional Memory Banks.

Chapter 9. Consumers Evolutionary Needs: Appealing to Humans Innate Desires.

Chapter 10. Looking Forward: How Science Will Continue to Benefit Marketing.

Acknowledgments.

Index.

O autorze

DAN HILL, PhD, is President of Sensory Logic, Inc., a scientific consumer insights firm that specializes in gauging both verbal and nonverbal subconscious reactions to advertising, store environments, and product design, packaging, and presentation. His clients include marketing and brand managers at Target, Goodyear, Nextel, Nationwide Insurance, Toyota, Eli Lilly, Sherwin–Williams, and Capital One.

Blurb

"Finding out what customers can’t or won’t say is key to improving the customer experience. Dan Hill’s terrific book shows you how to accomplish this challenge."
Bernd Schmitt
author, Customer Experience Management

"Hill takes marketers beyond the traditional consumer decision process and shows the importance of experiential branding. Not only does he describe the fundamental process of creating emotional connections with consumers, he gives tons of practical examples to show how to do it."
Roger Blackwell, PhD
Professor of Marketing, The Ohio State University
and coauthor, Brands That Rock

"Body of Truth provides the conceptual framework and tools for marketing professionals to use to connect with consumers on an emotional level. Emotions drive behavior and rational thought validates behavior. I can fully endorse this fact based on personal experience with over 3000 research studies. Dan Hill provides the sensory foundation that sets the framework for influencing emotions. If you can influence the senses you can influence emotions and subsequently drive consumer behavior. How does this benefit marketing professionals and ad executives? It provides you consumer insight that will increase the probability that your marketing strategies will impact behavior and ultimately drive revenue for your firm."
Lawrence Denaro
Chief Executive Officer, Q2 Brand Intelligence

"Body of Truth contributes a fresh and welcome perspective to the discipline of marketing. Dr. Dan Hill’s work will be enjoyed by all intellectually inquisitive professionals who seek to build better relationships with their customers, employees, and channel partners. Synthesizing recent developments from biology and psychology, the book highlights the primary role that sensory–emotive connections play in creating authentic relationships that drive business results. In the end, Hill reminds us that emotions enrich all of the associations that enliven a brand."
Mike Kust
Chief Knowledge Officer, Carlson Marketing Group

"Buyers are liars! When it comes to traditional research, what consumers SAY and what they DO are often world’s apart. These revolutionary research techniques help uncover the true behavior behind all the words."
Rob Wallace
Managing Partner, Wallace Church Inc.
global brand identity strategy and design consultants