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

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.