The human brand : how we relate to people, products, and companies / Chris Malone, Susan T. Fiske.
Material type:
TextCopyright date: San Francisco : Jossey-Bass, © 2013 [2013]Description: xii, 196 pages : illustrationsContent type: text Media type: computer Carrier type: online resourceISBN: 9781118758151 (ebook)Subject(s): Consumer behavior | Marketing -- Psychological aspects | BUSINESS & ECONOMICS / General | Business and Management | Business & Management | Management & management techniques | Market researchGenre/Form: Additional physical formats: Online version:: Human brandLOC classification: HF5415.32 | .M36 2014Online access: Open e-book Also available in printed form ISBN 9781118611319Summary: 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.
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E-book
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Electronic publication | Electronic publication | Available |
Includes index.
Formerly CIP. Uk
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.
Also available in printed form ISBN 9781118611319
Electronic reproduction. Askews and Holts. Mode of access: World Wide Web.
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