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Emoti-coms: A marketing guide to communicating through emotions by Charles Bal, Xavier Quattrocchi-Oubradous

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Introduction

Here is my secret. It is very simple: It is only with the heart that one can see rightly; what is essential is invisible to the eye.

– Antoine de Saint-Exupéry

Reversing the Eyeball-to-Eyewall Trend

A famous if controversial study from American psychologist Albert Mehrabian, published in 1967, concluded on the supremacy of non-verbal communication cues over verbal and vocal ones. [2]

According to him, spoken words, voice tone and facial expressions respectively contribute 7%, 38% and 55% to the understanding of someone’s communication. Put differently, words alone often lack the substance and the subtlety that enable the understanding of a spoken message.

This is why most of us needing to seriously engage another person, ...

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