Body of Truth: Leveraging What Consumers Can't or Won't Say

ISBN: 978-0-471-44439-8

Hardcover

272 pages

August 2003

List Price:	US $35.00
Government Price:	US $17.85
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The author has a strong platform within the subject of consumer behavior and the book focuses on the latest scientific findings on the brain and consumer consciousness. Hill covers every marketing medium from print to radio ads, plus product design, packaging and store enviornment, demonstrating the most effective ways to reach consumers on a sensory, sub-conscious level. This book is ideal for any student enrolled in a consumer behavior course.
Body of Truth is based on extensive data that Hill has developed for students studying brand and marketing. Hill's premise is that marketers are mistaken in seeing consumers as rational decision-makers; rather, stellar marketing strategies appeal to consumers' sub-conscious reactions.