The truth about purchases

Author: Dan Hill / Yin Hongyan (USA)
Publisher:
Publish Date: 2005-04-01
Features: A foundational work that reveals the truth behind consumer behavior, a groundbreaking sensory logic, and a disruption of traditional marketing principles. Understand the real psychological feelings that consumers cannot express or do not want to. Dr. Dan Hill, the founder of sensory logic, deciphers the truth behind purchasing. Isn’t the decision-making process when consumers choose products rational? Yes! New research shows that the vast majority of purchasing decisions are entirely subconscious behaviors of consumers. The likes and dislikes toward a product, along with other psychological feelings, are the fundamental factors determining this buying process, whether consumers are aware of it or not. They always make purchasing decisions based on their inner feelings and then seek rational thinking to justify their actions.
This book fiercely criticizes the traditional rational methods in the fields of marketing and market research. It leverages the latest discoveries in human cognition and interpersonal communication to help marketers gain a deep understanding of consumers' true inner needs. It shows marketers and businesses how to develop and maintain brand strategies, helping companies win loyal and long-lasting customers. In The Truth About Buying, Dr. Dan Hill fiercely criticizes the traditional rational methods in marketing and market research. He innovatively applies the latest research findings in human cognition and communication to help marketers gain a deep understanding of consumers' true inner needs. Hill employs new technologies such as neurofeedback and facial expression decoding to measure and record consumers' genuine psychological responses to products and advertisements. With this book, more marketers can stimulate and evaluate consumers' inner purchasing desires, craft brand stories that consumers cannot resist, and evoke the strongest emotional resonance.
This book transforms complex and abstract concepts into practical operational rules, providing timely and convenient practical guidance. It also includes numerous marketing case studies from top global companies, demonstrating that they have all found effective ways to communicate closely with consumers. Many marketers believe that consumers are highly rational when choosing products, based entirely on their rational understanding of product advantages. However, new research shows that the vast majority of purchasing decisions are entirely subconscious behaviors of consumers. Consumers' likes and dislikes toward a product and other psychological feelings are the fundamental factors determining this buying process. In fact, whether consumers are aware of it or not, they always make purchasing decisions based on their inner feelings and then rationalize these decisions with logical thinking.
In The Truth About Buying, Dr. Dan Hill fiercely criticizes the traditional rational methods in marketing and market research. He leverages the latest discoveries in human cognition and interpersonal communication to help marketers gain a deep understanding of consumers' true inner needs. Hill employs new technologies such as neurofeedback and facial expression decoding to measure and record consumers' genuine psychological responses to products and advertisements. These new theoretical findings form the foundation of this book and provide a theoretical framework for developing innovative marketing methods. These new marketing techniques can evoke a strong sense of identification with new products deep within consumers' minds.
The Truth About Buying offers a new measurement method. With this technique, it becomes possible to more accurately reflect consumers' inner purchasing desires. By using the data obtained, marketers can fully craft brand stories that consumers cannot resist, creating the strongest emotional resonance within consumers. This book transforms complex and abstract concepts into practical operational rules, providing timely and convenient practical guidance for marketers. It also includes numerous marketing case studies from top global companies, demonstrating that they have all found effective ways to communicate closely with consumers.
To establish truly effective marketing relationships, companies must learn to communicate with consumers and strive to do so as deeply as possible, at the physiological, sensory, and emotional levels. Hill shows marketers how to use new technologies to design brand strategies, creating emotional bonds between products and consumers, and maintaining brand messages through various channels. The practical courses in this book can help businesses and organizations more effectively attract, win, and ultimately gain loyal customer groups.
In today’s market conditions, where similar brands are abundant and competition is fierce, whether a company has strong customer relationships increasingly determines its ability to maintain a sustainable competitive advantage. By guiding how to effectively implement market strategy techniques based on senses and emotions, The Truth About Buying shows marketers and businesses how to develop and maintain brand strategies. These strategies will help the brands they promote win loyal and long-lasting customers.