In this revised edition, Paul Ekman, a renowned expert in emotions research and nonverbal communication, adds a new chapter to present his latest research on his groundbreaking inquiry into lying and the methods for uncovering lies. Ekman has figured out the most important behavioral clues to deceit; he has developed a one-hour self-instructional program that trains people to observe and understand "micro expressions"; and he has done research that identifies the facial expressions that show whether someone is likely to become violent—a self-instructional program to train recognition of these dangerous signals has also been developed.
Telling Lies describes how lies vary in form and how they can differ from other types of misinformation that can reveal untruths. It discusses how a person’s body language, voice, and facial expressions can give away a lie but still fool professional lie hunters?even judges, police officers, drug enforcement agents, and Secret Service agents.
Dr. Woodside leads off with his 20-step process model and review of the scientific and applied literature to show how advertising works. He answers the question of why top-of-mind awareness measures of advertising effectiveness are so valuable, and then uses detailed, numerical examples to illustrate the powerful tool of benefit-to-brand retrieval. He links profit-and-loss analysis to a linkage advertising monitoring program, then discusses the net profit impact of each advertisement in each medium. His report of a field study demonstrates that net profit is the big difference between image and linkage advertising. From there he moves to the long interview and its application to voice-of-the customer research, ways to value different customer segments, and how to monitor linkage advertising fulfillment strategies. Dr. Woodside's book will be an important contribution to our understanding of how advertising is done, and how it can be done better.