Companies spend billions of dollar on marketing their products each year, but their efforts to reach out to customers are often flawed he results are bad advertisements, or advertisements that are compelling but overshadow the product.

In "Body of Truth, Dan Hill, PhD, explores the rational approach to marketing and market research, using the latest findings on human cognition and communication to help marketers tap into consumersreal needs and wants. Hill backs his argument with new technology such as biofeedback and facial coding to measure and record consumerstrue sensory responses to products and advertisements, providing a framework for developing marketing initiatives that elicit the optimal emotional response.