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A groundbreaking guide to using the latest scientific findings about the brain and decision--making in order to reach consumers Each year, marketers spend millions of dollars devising new ways to appeal to the rational decision--makers in each of us. However, according to Dan Hill, an internationally recognized expert on consumers' unconscious reactions to advertising and product design, most marketing strategies overemphasize the rational attributes of a product or service. In contrast, stellar marketing and advertising strategies appeal to consumers' emotional responses to sensory stimuli. Drawing on his years of experience consulting at Target, Goodyear, U--Haul, PetSmart, Toyota, Staples, Sherwin--Williams, and other top retailers, Hill explains the ways in which sensory information shapes consumer responses. He uses dozens of fascinating and instructive examples drawn from every marketing medium to demonstrate the most effective ways to reach consumers on a deeper, intuitive level. Dan Hill, PhD (St. Paul, MN), is President of Sensory Logic, Inc., an identity management consulting firm specializing in sensory--emotive marketing.
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.