Part One: Why emotions matter
1 The new mental model
Overview
Science: the meaning of a three-part brain
Psychology: balancing blind instinct with growth
Economics: plugging emotions into the equation
2 The science of facial coding
Overview
The challenge: when words alone fail us
Origins and scope: why and how facial coding works
Deliverables: facial coding in practice
3 Emotions and motivations
Overview
Contextualizing emotions: how feelings fuel behaviour
Motivations: what spurs us on
The Emotionomics Matrix: introducing a strategic model
Part Two: Marketplace applications
4 Branding
Overview
Reflected beliefs: keep consumers’ values in view
Belonging where status and security meet
Telling a story: selling familiarity and comfort
Conclusion
5 Offer design, packaging and usability
Overview
Winning superiority: nurturing a ‘wow’
Sensory payoff: the way to the heart
Functional fulfilment: joy not frustration
Conclusion
6 Advertising
Overview
Being absorbing: what stopping power entails
The invisible line: why knowing the target market matters
Reassurance: defusing scepticism
Conclusion
7 Sales
Overview
Commitment: adopting a relationship model
Unity: staying in step with the prospect
Interwoven rewards: creating a ‘we’ mentality
Conclusion
8 Retail and service
Overview
Respectfulness: enabling efficiency
Engagement: bringing back delight
Reassurance: proving oneself right
Conclusion
Part Three: Workplace applications
9 Leadership
Overview
The greater good: why character matters
Clear vision: forward thinking and feeling
Cohesive culture: bringing everyone along
Conclusion
10 Employee management
Overview
Compatibility: identifying what works
Reciprocating trust: avoid disconnects
Mission critical: inspiring a questing mentality
Conclusion
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