Emotion drives reason more than reason drives emotion. Feelings happen before thought, and they happen with great speed. Conscious thought is only a small portion of mental activity. Visual imagery and other non — verbal forms of communication predominate. We perceive matters in ways that emotionally protect our habits and biases.
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The concept of facial coding is simple in theory, if somewhat more difficult in practice: there are a finite group of facial expressions, and each signifies some emotional state. The reactions revealed by analyzing facial expressions are often at odds with what the same individuals say when they describe their reaction verbally.
Much of the original work in the field of facial coding has been done by Paul Ekman, of the University of California at San Francisco. He also notes that happiness is demonstrated by true smiles and social smiles — the latter involve only the mouth and may indicate that the subject is lying. Impact is the intensity of the emotion s exhibited, while Appeal is a measure of the positive or negative aspect of the emotion.
In some cases, eye tracking data may be used to determine what portion of an ad is causing the emotional response. Hill describes what he calls the Emotionomics Matrix, a sort of wheel that includes what he considers the most important human motivations: Defend at the center, with Acquire, Learn, and Bond around the perimeter. Emotions such as anger, happiness, and disgust are placed at various points in and around the wheel.
Still, it provides a framework for the analysis that makes up much of the book. The best parts of Emotionomics are the real-world examples of facial coding applications. Even three quarters of current owners of the product reacted negatively — perhaps not surprising, since the ad more or less suggests that the current owners were duped into buying a piece of junk. Another ad from a pharmaceutical company under fire for product safety was evaluated; one variation of the ad was defensive on the safety topic, while the other was more upbeat.
The dramatic difference in the facial coding response convinced the firm to shelf the defensive ad and run only the upbeat version. In another example, an unnamed appliance maker showed subjects a new feature being considered for addition to an appliance. Facial coding is another window into the black box of the human mind. Many readers were introduced to the idea by Malcolm Gladwell in his best-selling Blink; for a lengthy and interesting article by Gladwell on the topic, check out The Naked Face.
Neuroeconomics and neuromarketing researchers use complex and costly fMRI machines as another window. Other technologies, such as EEGs, offer yet another perspective. Theoretically, at least, this should result in more natural reactions. Various law enforcement agencies seem to be the most enthusiastic adopters of facial coding; they teach the technique to interviewers to help them identify deception and better understand the individual being questioned.
While the anecdotal data from these many efforts is compelling, it would be more so if we could directly correlate the difference in observed expressions with varied performance in the marketplace.
Emotionomics is lavishly illustrated. Some of the graphics are mostly eye candy supporting some phrase in the text, but there are plenty of pie charts and bar graphs for those who like to see their numbers in graphic rather than tabular form. The profusion of illustrations keeps the pages turning quickly.
Emotionomics: Leveraging Emotions for Business Success
William Shakespeare It turns out that Shakespeare was wrong. The effort of maintaining this appearance creates a gap between what we feel and what we say, and between what we say and do. As a couple on their first date are speaking subtitles appear saying what they really mean. Your supporters and prospects do exactly the same thing. So how do you tap into their emotional sub text? By not listening to what they say, but studying how they look as they say it. The emotional part of the brain is much larger than the rational.
Dan Hill: Emotionomics; Leveraging Emotions for Business Success
The author of the book referred this gap as say-feel gap. In term of relationship between sales person customer, or employer employees, if you want to close the gap, the author recommends not to just listen to their answer, but to use facial coding; means, reading facial muscles of the target person. He described seven types of core emotions and more of secondary emotions. It The topic of this book is about how your face expresses what you think, which often different than what you say. In term of relationship between sales person — customer, or employer — employees, if you want to close the gap, the author recommends not to just listen to their answer, but to use facial coding; means, reading facial muscles of the target person. It described in general, because the author believes, that disregard of ethnic group nor nationality, people reacts the similarly when they feel the same emotion.