Between Hate and Hype. The Economics of Emotions in Action

When making a purchase, people are guided not by reason, but by feelings—delight, curiosity, envy, fear, and even disgust. Kyle M.K., an American expert in emotional intelligence, studied the success of companies like Disney, Apple, and Starbucks, and built his own approach to a customer’s heart and wallet. And he called it “Economics of Emotions.” The core is simple: want to make people fall for you, your product, or your company—add a thick sauce of precisely selected emotions to any well-calculated strategy. Everyone who is just starting their career, as well as owners of small businesses, freelancers, and executives of large companies, will learn from the audiobook “Between Hate and Hype” how to earn from love and hatred, affection and disgust.