The human brand : how we relate to people, products, and companies /
Malone, Chris, 1969-
The human brand : how we relate to people, products, and companies / Chris Malone, Susan T. Fiske. - xii, 196 pages : illustrations
Includes index. Formerly CIP.
Why we choose companies and brands in the same way that we unconsciously perceive, judge, and behave toward one another People everywhere describe their relationships with brands in a deeply personal way--we hate our banks, love our smartphones, and think the cable company is out to get us. People everywhere describe their relationships with brands in a deeply personal way: we hate our banks, love our smartphones, and think the cable company is out to get us. What's actually going on in our brains when we make these judgments? Chris Malone and Susan Fiske discovered that our perceptions arise from spontaneous judgments on warmth and competence, the same two factors that also determine our impressions of people.
Electronic reproduction.
Askews and Holts.
Mode of access: World Wide Web.
9781118758151 (ebook)
2013025201
Consumer behavior.
Marketing--Psychological aspects.
BUSINESS & ECONOMICS / General.
Business and Management
Business & Management
Management & management techniques
Market research
HF5415.32 / .M36 2014
The human brand : how we relate to people, products, and companies / Chris Malone, Susan T. Fiske. - xii, 196 pages : illustrations
Includes index. Formerly CIP.
Why we choose companies and brands in the same way that we unconsciously perceive, judge, and behave toward one another People everywhere describe their relationships with brands in a deeply personal way--we hate our banks, love our smartphones, and think the cable company is out to get us. People everywhere describe their relationships with brands in a deeply personal way: we hate our banks, love our smartphones, and think the cable company is out to get us. What's actually going on in our brains when we make these judgments? Chris Malone and Susan Fiske discovered that our perceptions arise from spontaneous judgments on warmth and competence, the same two factors that also determine our impressions of people.
Electronic reproduction.
Askews and Holts.
Mode of access: World Wide Web.
9781118758151 (ebook)
2013025201
Consumer behavior.
Marketing--Psychological aspects.
BUSINESS & ECONOMICS / General.
Business and Management
Business & Management
Management & management techniques
Market research
HF5415.32 / .M36 2014