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A Presenta*on from The NewMR Behaviour Economics Event
19 April 2012
Why Bad Can Be Be+er Than Good: Naviga5ng the Dynamics of On-‐Emo5on Marke5ng Dan Hill, Sensory Logic
Event sponsored by Greenbook All copyright owned by The Future Place and the presenters of the material
For more informa>on about Greenbook visit www.greenbookblog.org For more informa>on about NewMR events visit newmr.org
Why Bad Can Be BeDer Than Good: Naviga*ng the Dynamics of On-‐Emo*on Marke*ng
Dan Hill – President, Sensory Logic New MR Webinar: Behavioral Economics April 19, 2012
Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3
© 2011. All Rights Reserved.
Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3
EMOTIONS AS BAD (NOW GOOD)
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Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3
Overturning a Long-Term Bias Aristotle to Decartes Kahneman & Others
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Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3
Darwin: Emotions as Crucial Disney: Emotions as Profitable
Emotion Pioneers
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Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3
Neurobiology of Facial Coding
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Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3
Neurobiology of Facial Coding
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Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3
Facial Coding & Seven Core Emotions
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Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3
The Limitations of Happiness
Apple Pie, Apple Sauce Malevich’s “White on White”
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Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3
Daisy - On-Emotion, Off-Emotion
10
Emotional Profile
5%
11%
16%
4%
2%
17%
12%
5%
23%
5%
0.0% 50.0%
True Smile
Robust Smile
Weak Smile
Micro Smile
Surprise
Skeptical
Dislike
Sadness
Frustration
Anxiety
© 2011. All Rights Reserved.
Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3
Smiles & Quest for Authenticity
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Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3
BAD AS THE NEW GOOD
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Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3
Behavioral Economic Principles
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Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3
• Emotion • Meaning
1. Fulfillment 2. Attention 3. Risk 4. Control 5. Rejection 6. Disappointment 7. Distrust
A. Contempt B. Fear C. Happiness D. Surprise E. Anger F. Sadness G. Disgust
What Do Emotions Mean?
© 2011. All Rights Reserved.
Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3
What Do Emotions Mean?
• Emotion
A. Sadness B. Fear C. Happiness D. Disgust E. Anger F. Contempt G. Surprise
• Meaning
1. Fulfillment 2. Attention 3. Risk 4. Control 5. Rejection 6. Disappointment 7. Distrust
© 2011. All Rights Reserved.
Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3
Emotional Storyline
Emotion Judgment Action Purpose Experience
Joy Mate/Ally Possess Reproduction Desire
Surprise Gain or Risk Freeze Orientation Novelty
Fear Danger Withdraw/ Escape
Protection Death/Loss
Sadness Abandonment Seek Help Reintegration Death/Loss
Anger Enemy Attack/Bite Destruction Frustration & Inhibitions
Disgust Poison Loathe/ Expel
Rejection Disease/ Illness
© 2011. All Rights Reserved.
Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3
ON-EMOTION MARKETING (GOOD)
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Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3
21st Century Marketing
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Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3
Six Degrees of Separate Engagement
High Frustra>on
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Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3
On-Emotion Low Frustration
Low Frustra>on
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Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3
V & D Emotions
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Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3
Six Degrees of Separate Engagement
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Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3
Off-Emotion Anxiety
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Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3
Off-Emotion Sadness
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Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3
Off-Emotion Sadness
Sadness
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Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3
CONCLUSION
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Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3
Your Choice
Bland Consistency Feel Problem, Solution is Gold
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Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3
Q & A
Lenny Murphy Greenbook
Dan Hill Sensory Logic
© 2011. All Rights Reserved.
Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3
Thanks!
Dan Hill, President [email protected]
(651) 224-7647 www.sensorylogic.com
A Presenta*on from The NewMR Behaviour Economics Event
19 April 2012
Why Bad Can Be Be+er Than Good: Naviga5ng the Dynamics of On-‐Emo5on Marke5ng Dan Hill, Sensory Logic
Event sponsored by Greenbook All copyright owned by The Future Place and the presenters of the material
For more informa>on about Greenbook visit www.greenbookblog.org For more informa>on about NewMR events visit newmr.org
