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Susan T. Fiske

The Human Brand

How We Relate to People, Products, and Companies

Ebook (EPUB Format)

People everywhere describe their relationships with brands of all kinds in deeply personal ways-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 their original research, customer loyalty expert Chris Malone and social psychologist Susan Fiske show that we relate to companies, brands, and even inanimate products in the same way that we naturally perceive, judge, and behave toward one another. Early humans developed a kind of genius for making two specific kinds of quick judgments: What are the intentions of other people toward me?… Mehr

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Produktdetails


Weitere Autoren: Malone, Chris
  • ISBN: 978-1-118-75827-4
  • EAN: 9781118758274
  • Produktnummer: 16378283
  • Verlag: Wiley
  • Sprache: Englisch
  • Erscheinungsjahr: 2013
  • Seitenangabe: 208 S.
  • Plattform: EPUB
  • Masse: 1'204 KB

Über den Autor


CHRIS MALONE is founder and managing partner of Fidelum Partners, a research-based consulting and professional services firm that helps clients achieve sustained business growth and performance. He was chief marketing officer at Choice Hotels International and senior vice president of marketing at ARAMARK Corporation, and has held senior marketing and sales positions at Coca-Cola Company, the National Basketball Association, and Procter & Gamble. He lives in the Philadelphia area with his wife and three sons. SUSAN T. FISKE is Eugene Higgins Professor, Psychology and Public Affairs, at Princeton University. She investigates social cognition-especially groups' images and the emotions they create-at cultural, interpersonal, and neuroscientific levels. She is author of over three hundred publications and winner of numerous scientific awards, including election to the National Academy of Science. She and her husband divide their time between Princeton and Vermont.

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