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.
About the Author
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.
Features
The author has a strong platform within the subject of consumer behavior and the book focuses on the latest scientific findings on the brain and consumer consciousness. Hill covers every marketing medium from print to radio ads, plus product design, packaging and store enviornment, demonstrating the most effective ways to reach consumers on a sensory, sub-conscious level. This book is ideal for any student enrolled in a consumer behavior course.
Body of Truth is based on extensive data that Hill has developed for students studying brand and marketing. Hill's premise is that marketers are mistaken in seeing consumers as rational decision-makers; rather, stellar marketing strategies appeal to consumers' sub-conscious reactions.
