Contents

Foreword

Acknowledgements

Introduction

1 Why emotions matter

Overview

Science: the meaning of a three-part brain

Origins and scope: why and how facial coding works

Deliverables: facial coding in practice

2 Branding

Overview

Reflected beliefs: keep consumers’ values in view

Belonging: where status and security meet

Telling a story: selling familiarity and comfort

Conclusion

3 Offer design, packaging and usability

Overview

Winning superiority: nurturing a ‘wow’

Sensory pay-off: the way to the heart

Functional fulfilment: joy, not frustration

Conclusion

4 Advertising

Overview

Being absorbing: what stopping power entails

The invisible line: why knowing the target market matters

Reassurance: defusing scepticism

Conclusion

5 Sales

Overview

Commitment: adopting a relationship model

Unity: staying in step with the prospect

Interwoven rewards: creating a ‘we’ mentality

Conclusion

6 Retail and service

Overview

Respectfulness: enabling efficiency

Engagement: bringing back delight

Reassurance: proving oneself right

Conclusion

7 Workplace

Overview

Compatibility: why character matters

Cohesive culture: bringing everyone along

Trust: avoid disconnects

Conclusion

Afterword

References

Credits and permissions

Index