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Body of Truth: Leveraging What Consumers Can't orWon't Say
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More About This Title Body of Truth: Leveraging What Consumers Can't orWon't Say

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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.
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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.
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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.

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