真值的体现

作者简介

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.

书籍目录

INTRODUCTION Laying the Groundwork for Sensory LogicCHAPTER 1.Fighting the Battle: How to Make the Case for the New Marketing ParadigmCHAPTER 2.Rationality Redefined: How Cognition and Communication Actually WorkCHAPTER 3.Marketing Backed by Science: Applying Scientific Insights for Marketing SuccessCHAPTER 4.The New Research: Understanding How Consumers Really View Your ProductsCHAPTER 5.Using Emotive Branding: How to Tap into Consumers' Deepest EmotionsCHAPTER 6.Powerful Brand Story Design: Creating a Narrative That Will Solidify Consumer DevotionCHAPTER 7.Emotional Positioning: How to Sell Your Products Based on Their Emotional ResonanceCHAPTER 8.Using Emotive Scripts: Tapping into Consumers' Emotional Memory BanksCHAPTER 9.Consumers' Evolutionary Needs: Appealing to Humans' Innate DesiresCHAPTER 10.Looking Forward: How Science Will Continue to Benefit MarketingAcknowledgmentsIndex

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