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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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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.

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