The Human Brand : How We Relate to People, Products, and Companies.

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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. What'...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Malone, Chris
Otros Autores: Fiske, Susan T.
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Hoboken : Wiley, 2013.
Temas:
Consumer behavior.
Marketing > Psychological aspects.
Consommateurs > Comportement.
Marketing > Aspect psychologique.
Consumer behavior
Marketing > Psychological aspects
Acceso en línea:Texto completo
Descripción
Sumario: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. What's actually going on in our brains when we make these judgments? Through original research, customer loyalty expert Chris Malone and top social psychologist Susan Fiske discovered that our perceptions arise from spontaneous judgments on warmth and competence, the same two factors that also deter.
Descripción Física:1 online resource (211 pages)
ISBN:9781118758151
1118758153

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