Episode 11- Dan Hill – Leveraging Emotions For Exhibition Success
Leveraging Emotions For Exhibition Success
Trade shows are more than just flashing lights, giveaways, and elevator pitches. Beneath all the noise lies the real driver of human decision-making: emotions.
In this episode of The Expo Factor, Lee Ali sits down with Dr. Dan Hill, one of the world’s leading authorities on emotions in business and author of Emotionomics. Together, they unpack why logic rarely drives attendee choices, how to avoid common pitfalls on the show floor, and how exhibitors can use emotional intelligence to turn casual conversations into lasting connections.
If you’ve ever wondered why some booths thrive while others fall flat, this conversation reveals the answer: it’s not about what you sell. It’s about how you make people feel. Read on to find out more about the episode.
Key Takeaways From The Episode
1. The Emotional Brain Runs the Show
“Companies go around believing people are rational decision makers. (…) We are largely emotional decision makers.”
Research shows our brains process emotional responses before rational thought. That means attendees aren’t analysing every pitch logically but instead they’re reacting instinctively, often within seconds of approaching a booth.
2. The Seven Core Emotions
Drawing from Darwin and Paul Ekman’s work, Dan highlights the seven universal emotions visible on the human face::
- Happiness
- Surprise
- Anger
- Fear
- Sadness
- Disgust
- Contempt
Five of the seven skew negative, and that matters. Negative emotions often drive stronger behavior than positive ones. Exhibitors must learn to read and respond to these cues in real time.
3. Visuals Speak Louder Than Words
Before a single conversation happens, attendees are forming emotional verdicts based on what they see from a distance. Booth size, color contrast, and design quality all influence whether prospects think “winner” or “loser.” A compelling visual should summarize your brand’s value proposition at a glance—yet Dan estimates 95% of booths fail here.
4. Safety Over Sales Pressure
Attendees don’t want to feel hunted. Booth staff who hover, stare, or seem desperate trigger fear, the worst emotion for engagement. On the flip side, warmth, professionalism, and a genuine smile build the comfort attendees crave after long journeys, crowded venues, and information overload.
5. The WOW Factor: Surprise + Happiness
The most powerful emotion on the show floor is WOW, a blend of surprise and happiness. But beware: surprise sits dangerously close to fear. To tip the scales toward delight instead of discomfort, exhibitors must quickly pivot to happiness through genuine listening, personalising questions, and creating small sparks of hope.
6. . Facilitate Buying, Don’t Force Selling
“It’s a really bad pitch meeting if you do most of the talking.”
Instead of pushing, exhibitors should facilitate the attendee’s buying process. Ask smart questions, listen actively, and mirror their emotions. By letting attendees feel like the pilot you build trust and increase the chance of real follow-up.
Dan’s 3 Rules for Exhibitors
- Create Surprise – Use visuals or interactions that spark curiosity.
- Keep Fear Away – Don’t look like a predator waiting to pounce.
- Build Hope – Nurture optimism and possibility, the pathway to happiness and trust.
Final Thought
As Dan Hill reminds us, exhibitions aren’t about products or pitches, they’re about people. The booths that succeed are the ones that read emotions, respond with empathy, and leave attendees feeling understood.
Because at the end of the day, trade show success isn’t about how many leads you collect, it’s about how many people you connect and build relationships with.
Ways to watch
Spotify – https://open.spotify.com/episode/0kiiRyqlikz0wRXf7ZUwtx?si=Xt1gaVIxQbGIQidG6k3gHA
Youtube – https://youtu.be/PHiGwlTTbWM
About Dr Dan Hill
Website – http://www.sensorylogic.com/
Emotionomics – https://www.sensorylogic.com/emotionomics
Dan Hill is a pioneer in facial coding and emotional intelligence in business. Through his company Sensory Logic, he’s advised Fortune 500 brands on how to read and respond to the feelings that shape customer behaviour. His work blends science, psychology, and human connection, making him one of the most influential voices on emotions in commerce today.
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