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9780471444398

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

by
  • ISBN13:

    9780471444398

  • ISBN10:

    0471444391

  • Edition: 1st
  • Format: Hardcover
  • Copyright: 2003-08-28
  • Publisher: WILEY

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Summary

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.

Author Biography

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.

Table of Contents

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

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