Is "-onomics" the new "-Gate."

Posted by: David Kiley on August 27, 2007

Emotionomics is a new book by a marketing guy named Dan Hill. I haven’t read the book yet (I will if they send it to me). But the mere title makes me think I’d be smart to tack “onomics” onto my next book. It’s an obvious attempt to catch some wind from the prop wash (a pilot’s term to describe the wind forces you encounter when flying behind another plane)of “Freakonomics.”

Mr. Hill in this week’s Ad Age, writes a column meant to flog the book. Here is an excerpt:

“The answer lies first in recognizing that tangible attributes can usually be me-too-ed over time. Competitors can pull the same levers. So these days, smart CMOs start by strategically modeling the extra edge: the emotions they want the target audience to feel and why. In working with the agency, the advantage is that doing so provides a blueprint for keeping the creative suitably on-emotion. The emotions the target market is intended to feel will fit the dynamics of the offer and the target market’s beliefs, values and sensibility without placing undue constraints on the creative. Meanwhile, in regard to internal clients the strategic modeling of emotions is beneficial in that a disciplined strategy will make them more comfortable with the process and thus less likely to practice undue interference.”

Whew! My first reaction is…did i make that appointment to see my chiropodist? In other words, this is the kind of stuff that really makes my attention wander. If the point of emotionomics is for marketers to create bonds with consumers through emotional touchpoints…then Mr. Hill might want to start with his own writing.

I’ll give the whole book a chance when it arrives. But I’m not exactly chomping at the bit to read more of this stuff.

Reader Comments

Threerooms

August 28, 2007 5:30 AM

Wow - I will definately have to get this new branding book. The new theories of emotional and tangible marketing is incredibly interesting and it links in with the theory of integrated marketing communications.

I better go down to the bookshop now before all the copies sell out.

Chris
www.threerooms.com

The Ad Contrarian

August 29, 2007 2:15 PM

I haven't read "Emotionomics", but from your description of it I hate it already.

One of the most wasteful uses of advertising dollars is to try to create emotional attachments to your brand. First of all, most ads that try to use emotion are transparently pandering, usually generic, and rarely hit the mark.

Second, contrary to all the bull you hear, most consumers have little or no emotional attachment to most of the brands they use (see http://adcontrarian.blogspot.com/2007/08/salesmen-sociologists.html) When they do have an emotional attachment, it usually comes from experience with the product, not the marketing or advertising.

The object of marketing should be to get the customer to try the product. Once there is trial, emotional attachments can ensue.

Ashwin Gunjal

September 13, 2007 10:52 AM

Dan Hill,

Emotionomics is a brilliant concept which exists since the barter system was introduced or ever since trade came into existence. People have developed their own method of responses or tried imitating others or their role models. Later, they called it Emotional Quotient when they tried measuring the level of EQ of individuals.

Aspiring Manager’s today have excelled however in their ability to understand the people the served and the people who served them. Though the decisions they make are not necessarily the personally well-liked options when there are more than two choices to choose from. In certain cases they are bound to make the wrong choices due to their inability to express their outlook, lack of presentation skills, as well as their low Gut-check. In such conditions the EQ level of the manager is termed to be low or not acceptable. Besides just being focused on EQ, it is also essential to improve on presentation skills and confidence which is gained by practice and experience. I haven’t read the book yet, if you feel these suggestions are valuable you may publish some fine points regarding this in your future editions. It will surely enhance the performance of every performer make his way up through the corporate ladder.

Good luck

Ashwin Gunjal

Ashwin Gunjal

September 13, 2007 10:53 AM

Dan Hill,

Emotionomics is a brilliant concept which exists since the barter system was introduced or ever since trade came into existence. People have developed their own method of responses or tried imitating others or their role models. Later, they called it Emotional Quotient when they tried measuring the level of EQ of individuals.

Aspiring Manager’s today have excelled however in their ability to understand the people they served and the people who served them. Though the decisions they make are not necessarily the personally well-liked options when there are more than two choices to choose from. In certain cases they are bound to make the wrong choices due to their inability to express their outlook, lack of presentation skills, as well as their low Gut-check. In such conditions the EQ level of the manager is termed to be low or not acceptable. Besides just being focused on EQ, it is also essential to improve on presentation skills and confidence which is gained by practice and experience. I haven’t read the book yet, if you feel these suggestions are valuable you may publish some fine points regarding this in your future editions. It will surely enhance the performance of every performer make his way up through the corporate ladder.

Good luck

Ashwin Gunjal

Nagarjun

June 18, 2008 7:06 AM

Emotionomics is an interesting concept. The idea of trying to connect with the emotions of the consumers could help companies in emerging markets like India. In India, the moment people buy a product, they apply their emotional quotient to derive their level of satisfaction. People tend to associate the products to various things which are emotionally attached to them like festivals, marriage, etc.

Emotions do play a role in the decision-making process of the consumers. One must always consider motivational factors like basic, self-esteem, etc as even these factors are emotionally attached to the product attributes.

Therefore, this concept is quite relevant for companies trying to establsh and address emerging markets like India. Whether they can use the same method to address other global markets remains to be seen.

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News, opinions, inflammatory meanderings and occasional ravings about the world of advertising, marketing and media. By marketing editor Burt Helm, Innovation Editor Helen Walters, and senior correspondent Michael Arndt.

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