Body of Truth

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.

• 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.