Dan Hill is the writer of the book named “ Emotionomics: Leveraging Emotions for Business Success”.

The starting the book holds the praising words for the writer including Philip Kotler, Martin Lindstrom,
Professor Richard Boyatzis, and many renowned figures for this famous book. In the acknowledge part
the writer thanked 3 person who inspired him somehow to write it. The new mental model is the first
chapter of this book which contains the following parts. Overview , Science: the meaning of a three-part
brain, Psychology: balancing blind instinct with growth ,Economics: plugging emotions into the equation.

Emotionomics opens this long-locked door and shows the importance of leveraging emotions in
business. Emotions are central, not periph-eral, to both marketplace andworkplace behaviour.
Meanwhile, The term Emotionomic Its underlying significance, however, is to signal to the business
community that measuring and managing emotions is the new strategic playing field on which
companies must play well. This book aims to help readers to understand emotions in terms of business
opportunities. Part One of this book will establish the scientific basis for the relevance of emotions and
explain how they can now be measured to ensure optimal results. this chapter will focus on three key,
interlocking developments which are Science,Psychology& Economics: Value gets assigned emotionally,
not rationally. Failure to account for emotions will lead to assumptions that could be seriously off-base
regarding everything from pricing to productivity. And involves in 3 main work Emotional,visual and
rational. Our neuron-biological legacy means that emotions enjoy pre-emptive, first-mover advantage in
every decision process. Indeed, the emotional part of the brain is larger than the rational part and so the
entire brain processes more emotive than cogni-tive activity (Baker, 2006). For instance: Everything we
retain owes that outcome to its having gained an emotional toehold in our brain. emotions process
sensory input in only one-fifth the time our conscious, cognitive braintakes to assimilate that same input
(Marcus, 2002). Two open-loop mental capacities facilitate our use of emotional intelli-gence in pursuit
of happiness. For instance, how do we ‘choose’ which brands to notice? Well, the first step in the
perceptual process is that of screening, which often occurs subconsciously. We tend to screen out the
unfamiliar and prefer to focus on what we already know and can relate to more easily. Born of
emotion’s new-found prominence is the Positive Psychology movement. like Walt Disney did – focuses
on nothing less than creating happiness. From brand icons to advertising, offer design to retail and e-tail
sites – and especially customer service the sensory-emotional impressions and experiences that
consumers take away from encountering a company really matter. That’s because they will dictate
whether the inherently emotional barometer of brand equity rises or falls. The bottom line is that by
nurturing employees’ well-being and fulfilling on their desire for meaning, companies can establish a
self-reinforcing cycle that will lead to higher productivity through genuine employee satisfaction. As for
the workplace, all leaders know they must grapple with the preference for familiarity in trying to get
employees to accept change.In the” what behavioural economics can teach us “ section he exmpled to
understand that Meanwhile, leaders and managers alike struggle with the fear of regret but may not
always recognize the extent of the influence it’s likely to have on worker motivation and behaviour. The
way to maximize sales is to get consumers more emotionally devoted to what a company offers. The
way to maximize productivity is to get employees and business partners more emotionally committed to
delivering exceptional offers and support. But to do either one, a company must know how to identify
the emotions of others, customers and co-workers alike. How consumers respond to price points is
profoundly influenced by their emotions is the main concept of “The cost of emotions”.
PART-2

Chapter 2 consists of (….)

the goal is to explain facial coding – the only really viable tool currently available for the purpose of
quantifying the impact specific emotions have on business and its challenge, origins and scope ,
deliverables. Facial coding is incredibly versatile in terms of applications.the write used an example to
understand the concept. AsGerald Zaltman has noted in HowCustomers Think (2003), ‘A great mismatch
exists between the way consumers experience and think about their world and the methods marketers
use to collect this information.’ crossing language barriers – an issue that continues to grow given both
globalized marketing and greater mobility, leading to countries with increasingly diverse ethnic groups
within their own borders. key limitations confronting traditional research: Words won’t suffice, Subjects
may be going through the motions, Subjects have a tendency to fall in line, and so on .Facial coding
definition For example, my first brush with facial coding was in an academic text devoted to psychology
that I happened to read in1998. So facial coding has obviously received a fair amount of popular
attention.. There, psychologist John Gottman has spent well over a decade studying couples talking to
eachother. Using only an hour of video footage, his ability to predict whether a couple will be married
15 years later is 95 per cent accurate. Gottman’s tool of choice: facial coding. the seven core emotions
that facial coding can universally gauge, as well as how deceit is most likely to reveal itself to give a brief
idea about why and how facial coding works Facial expressions are uniform and universal. Indeed, even
a person born blind, who could not possibly learn expressions through imitation, has the same facial
expressions as everyone else. People born blind exhibit characteristic expressions nearly identical to
those displayed by their families and close relatives.

Charles Darwin first discovered this amazing truth about the innate, hard-wired nature of facial
expressions. with evidence prove that the facial expressions of humans correlate with those of other
primates and the face is the primary vehicle used to communicate emotions to others. For instance: As a
result, a thorough, precise feel- your-feelings approach exists, enabling companies to know
consumers’and employees’ actual emotional responses to company initiatives and to plan accordingly.
The duration of expressions will typically range from half a second to four seconds. Five are negative:
fear, anger, sadness, disgust and contempt. The other is positive: happiness. Moreover, happiness can
be divided based on two different kinds of smiles, true smiles and social smiles. For instance: As good as
the dinner was, it never makes doing the dishes fun. The reason that negative emotions predominate is
because humans respond more quickly to bad news than good news as a matter of survival. The ability
to express fear appears about five to nine months afterbirth. With respect to employees, companies can
defuse feelings of rejection and irrevocable loss by offering the prospect of feasible rewards instead of
threats of further reprimand. As mentioned earlier, there is only one truly positive emotion in Ekman’s
set of core emotions: happiness.The social smile concept describes that What they have in common is
that viewers can intuitively tell that the smiles on the people’s faces are ‘phoney’, or at least less
substantial. A false smile may run from five to ten seconds. Sensory Logic is in the unique position of
being able to quantify the extent of the gap that can exist between what people say and how they
actually feel.