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Body of Truth: Leveraging What Consumers Can't or Won't Say
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.
272 pages, Hardcover
First published August 28, 2003
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About the author
Dan Hill
8 books21 followersDan is an internationally recognized expert on emotions and personalities, and the host of "Dan HIll's EQ Spotlight" podcast on the New Books Network devoted to interviewing quality authors. Dan's three latest books consist of:
1) Famous Faces Decoded: A Guidebook for Reading Others, an EQ primer using celebrity photos and stories to assist, among others, teachers, sales people, managers, and people dating or in marriages read and navigate the emotions people's faces reveal.
2) Two Cheers for Democracy: How Emotions Drive Leadership Style, an exploration of what emotive patterns correlate best to effectiveness in office (U.S. presidents) or in creating stable democracies (abroad).
3) First Blush: People's Intuitive Reactions to Famous Art, a study using eye tracking and facial coding to capture the specific see/feel responses of people to 88 art works, ranging from paintings to photography.
Dan is the founder and president of Sensory Logic, Inc., which pioneered the use of facial coding to scientifically capture and quantify emotions in business beginning in 1998 and has done consulting work for over 50% of the world's top 100 business-to-consumer (B2C) oriented companies. Dan is the recipient of seven U.S. patents related to facial coding and is also a certified Facial Action Coding System (FACS) practitioner.
Dan’s TV appearances have ranged from ABC’s “Good Morning America,” Bloomberg TV, CNBC, CNN, ESPN, Fox, MSNBC, NBC’s “The Today Show,” and PBS, to The Tennis Channel. Besides front-page coverage in The New York Times, other print and digital coverage of Dan’s work has included: Allure, China Forbes, Cosmopolitan, Fast Company, The Financial Times, The Los Angeles Times, The New York Times, Politico, Time, USA Today, and The Wall Street Journal.
Dan received his Ph.D. from Rutgers University, following studies at St. Olaf College, Oxford University and Brown University. Along with his wife, Karen Bernthal, he lives in St. Paul, Minnesota and Palm Desert, California.
1) Famous Faces Decoded: A Guidebook for Reading Others, an EQ primer using celebrity photos and stories to assist, among others, teachers, sales people, managers, and people dating or in marriages read and navigate the emotions people's faces reveal.
2) Two Cheers for Democracy: How Emotions Drive Leadership Style, an exploration of what emotive patterns correlate best to effectiveness in office (U.S. presidents) or in creating stable democracies (abroad).
3) First Blush: People's Intuitive Reactions to Famous Art, a study using eye tracking and facial coding to capture the specific see/feel responses of people to 88 art works, ranging from paintings to photography.
Dan is the founder and president of Sensory Logic, Inc., which pioneered the use of facial coding to scientifically capture and quantify emotions in business beginning in 1998 and has done consulting work for over 50% of the world's top 100 business-to-consumer (B2C) oriented companies. Dan is the recipient of seven U.S. patents related to facial coding and is also a certified Facial Action Coding System (FACS) practitioner.
Dan’s TV appearances have ranged from ABC’s “Good Morning America,” Bloomberg TV, CNBC, CNN, ESPN, Fox, MSNBC, NBC’s “The Today Show,” and PBS, to The Tennis Channel. Besides front-page coverage in The New York Times, other print and digital coverage of Dan’s work has included: Allure, China Forbes, Cosmopolitan, Fast Company, The Financial Times, The Los Angeles Times, The New York Times, Politico, Time, USA Today, and The Wall Street Journal.
Dan received his Ph.D. from Rutgers University, following studies at St. Olaf College, Oxford University and Brown University. Along with his wife, Karen Bernthal, he lives in St. Paul, Minnesota and Palm Desert, California.
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Displaying 1 of 1 review
October 1, 2017
This book is published in 2003, I noticed that i have read some books rather newer with rather more advanced information. It doesn't mean that this book doesn't have useful marketing info, on the contrary it has very necessary and basic one. Just for me i read in wrong order.
Trigger the desire in the right point, not over do it. The best is to be able to make consumers have several senses memories, visual, smell, touch...etc if possible.
Knowing the psychology of the public will save time and money for the company who sells the product.
Storytelling to let consumer feel nostalgia, childhood recall, binding, connection. He gave the example of Disney and Mcdonald's the way they could keep the loyalty of customers.
Trigger the desire in the right point, not over do it. The best is to be able to make consumers have several senses memories, visual, smell, touch...etc if possible.
Knowing the psychology of the public will save time and money for the company who sells the product.
Storytelling to let consumer feel nostalgia, childhood recall, binding, connection. He gave the example of Disney and Mcdonald's the way they could keep the loyalty of customers.
Displaying 1 of 1 review