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  • Malone, Chris, 1969-
     
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  • Consumer behavior.
     
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  • Marketing -- Psychological aspects.
     
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    The human brand : how we relate to people, products, and companies / Chris Malone, Susan T. Fiske.
    by Malone, Chris, 1969-
    San Francisco : Jossey-Bass, [2014]
    Subjects
  • Consumer behavior.
  •  
  • Marketing -- Psychological aspects.
  • Added Author: 
    Fiske, Susan T.
    ISBN: 
    9781118611319 :
    1118611314 :
    Bib #: 
    877755
    Description: 
    xii, 196 pages : illustrations ; 24 cm
    Edition: 
    First edition.
    Summary: 
    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 social psychologist 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. We see companies and brands the same way we automatically perceive, judge, and behave toward one another. As a result, to achieve sustained success, companies must forge genuine relationships with customers. And as customers, we have a right to expect relational accountability from the companies and brands we support. The social psychology concepts of "warmth" (what intentions others have toward us) and "competence" (how capable they are of carrying out those intentions) are applied to the way we perceive and relate to companies and brands. Features in-depth analyses of companies such as Hershey's, Domino's, Lululemon, Zappos, Amazon, Chobani, Sprint, and more, evaluating over 45 companies over the course of 10 separate studies.--Excerpted from publisher.
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    Copy/Holding information
    LocationCollectionCall No.StatusDue DateItem Type 
    St. Cloud Public Library(F) Nonfiction Collection658.834 MalCheck Shelves BookRequest This Copy
    Swanville Public Library(F) Nonfiction Collection658.834 MalChecked Out10/10/2014BookRequest This Copy

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