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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)
© 2011. All Rights Reserved.
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
© 2011. All Rights Reserved.
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
© 2011. All Rights Reserved.
Speaker: Dan Hill, Sensory Logic, US
NewMR Behavioural Economics Event, 19 April 2012, Session 3
Neurobiology of Facial Coding
© 2011. All Rights Reserved.
Speaker: Dan Hill, Sensory Logic, US
NewMR Behavioural Economics Event, 19 April 2012, Session 3
Neurobiology of Facial Coding
© 2011. All Rights Reserved.
Speaker: Dan Hill, Sensory Logic, US
NewMR Behavioural Economics Event, 19 April 2012, Session 3
Facial Coding & Seven Core Emotions
© 2011. All Rights Reserved.
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”
© 2011. All Rights Reserved.
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
© 2011. All Rights Reserved.
Speaker: Dan Hill, Sensory Logic, US
NewMR Behavioural Economics Event, 19 April 2012, Session 3
BAD AS THE NEW GOOD
© 2011. All Rights Reserved.
Speaker: Dan Hill, Sensory Logic, US
NewMR Behavioural Economics Event, 19 April 2012, Session 3
Behavioral Economic Principles
© 2011. All Rights Reserved.
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)
© 2011. All Rights Reserved.
Speaker: Dan Hill, Sensory Logic, US
NewMR Behavioural Economics Event, 19 April 2012, Session 3
21st Century Marketing
© 2011. All Rights Reserved.
Speaker: Dan Hill, Sensory Logic, US
NewMR Behavioural Economics Event, 19 April 2012, Session 3
Six Degrees of Separate Engagement
High	
  Frustra>on	
  
© 2011. All Rights Reserved.
Speaker: Dan Hill, Sensory Logic, US
NewMR Behavioural Economics Event, 19 April 2012, Session 3
On-Emotion Low Frustration
Low	
  Frustra>on	
  
© 2011. All Rights Reserved.
Speaker: Dan Hill, Sensory Logic, US
NewMR Behavioural Economics Event, 19 April 2012, Session 3
V & D Emotions
© 2011. All Rights Reserved.
Speaker: Dan Hill, Sensory Logic, US
NewMR Behavioural Economics Event, 19 April 2012, Session 3
Six Degrees of Separate Engagement
© 2011. All Rights Reserved.
Speaker: Dan Hill, Sensory Logic, US
NewMR Behavioural Economics Event, 19 April 2012, Session 3
Off-Emotion Anxiety
© 2011. All Rights Reserved.
Speaker: Dan Hill, Sensory Logic, US
NewMR Behavioural Economics Event, 19 April 2012, Session 3
Off-Emotion Sadness
© 2011. All Rights Reserved.
Speaker: Dan Hill, Sensory Logic, US
NewMR Behavioural Economics Event, 19 April 2012, Session 3
Off-Emotion Sadness
Sadness	
  
© 2011. All Rights Reserved.
Speaker: Dan Hill, Sensory Logic, US
NewMR Behavioural Economics Event, 19 April 2012, Session 3
CONCLUSION
© 2011. All Rights Reserved.
Speaker: Dan Hill, Sensory Logic, US
NewMR Behavioural Economics Event, 19 April 2012, Session 3
Your Choice
Bland Consistency Feel Problem, Solution is Gold
© 2011. All Rights Reserved.
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
dhill@sensorylogic.com
(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	
  

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Dan hill behavioural economics - 2012

  • 1. 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  
  • 2. 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
  • 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)
  • 4. © 2011. All Rights Reserved. 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
  • 5. © 2011. All Rights Reserved. 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
  • 6. © 2011. All Rights Reserved. Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3 Neurobiology of Facial Coding
  • 7. © 2011. All Rights Reserved. Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3 Neurobiology of Facial Coding
  • 8. © 2011. All Rights Reserved. Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3 Facial Coding & Seven Core Emotions
  • 9. © 2011. All Rights Reserved. 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”
  • 10. © 2011. All Rights Reserved. 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
  • 11. © 2011. All Rights Reserved. Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3 Smiles & Quest for Authenticity
  • 12. © 2011. All Rights Reserved. Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3 BAD AS THE NEW GOOD
  • 13. © 2011. All Rights Reserved. Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3 Behavioral Economic Principles
  • 14. © 2011. All Rights Reserved. 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?
  • 15. © 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
  • 16. © 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
  • 17. © 2011. All Rights Reserved. Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3 ON-EMOTION MARKETING (GOOD)
  • 18. © 2011. All Rights Reserved. Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3 21st Century Marketing
  • 19. © 2011. All Rights Reserved. Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3 Six Degrees of Separate Engagement High  Frustra>on  
  • 20. © 2011. All Rights Reserved. Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3 On-Emotion Low Frustration Low  Frustra>on  
  • 21. © 2011. All Rights Reserved. Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3 V & D Emotions
  • 22. © 2011. All Rights Reserved. Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3 Six Degrees of Separate Engagement
  • 23. © 2011. All Rights Reserved. Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3 Off-Emotion Anxiety
  • 24. © 2011. All Rights Reserved. Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3 Off-Emotion Sadness
  • 25. © 2011. All Rights Reserved. Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3 Off-Emotion Sadness Sadness  
  • 26. © 2011. All Rights Reserved. Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3 CONCLUSION
  • 27. © 2011. All Rights Reserved. Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3 Your Choice Bland Consistency Feel Problem, Solution is Gold
  • 28. © 2011. All Rights Reserved. Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3 Q & A Lenny Murphy Greenbook Dan Hill Sensory Logic
  • 29. © 2011. All Rights Reserved. Speaker: Dan Hill, Sensory Logic, US NewMR Behavioural Economics Event, 19 April 2012, Session 3 Thanks! Dan Hill, President dhill@sensorylogic.com (651) 224-7647 www.sensorylogic.com
  • 30. 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