Books: Three of a kind - Discover your emotional side

Want to get in touch with your emotions? Find out how they affect business with our three guides.

by MT Staff
Last Updated: 19 Aug 2013

BUYOLOGY
Martin Lindstrom
Random House Business, £8.99

Think you're being rational when you're deciding what you buy? Think again. Apparently, everything we do, from throwing down our keys in a hotel room to deciding what drink to buy at a bar, is subject to a continuous process of internal filtration. This eminently readable book uses nifty anecdotes to keep things moving at a steady pace. About as gripping as business books get.
***

EMOTIONOMICS
Dan Hill
Kogan Page, £14.99

With an introduction by The Simpsons writer Sam Simon, it is hard not to be pulled in by this guide to analysing customers' emotional responses to your brand. The prose is dense at times, but the book itself is full of nuggets about how to get beyond the rational brain and appeal to the emotional side of your customer's thinking. A great read for marketing nerds - the only downside being that it occasionally comes across as an advertorial for the author's business.
**

EQ CHECKLISTS
Jan Childs
Management Books 2000, £12.99

Most people have heard of emotional intelligence, the ability to perceive and react to other people's emotions. This book offers a series of checklists to help improve your responses to everything from taking feedback to coming up with ideas. Useful, but a word of warning: don't attempt it all in one go. We've read punchier phone books.
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