By Susan T. Fiske, Chris Malone

ISBN-10: 1118758153

ISBN-13: 9781118758151

Why we elect businesses and types within the comparable method that we unconsciously understand, pass judgement on, and behave towards one another

People all over describe their relationships with manufacturers in a deeply own way—we hate our banks, love our smartphones, and imagine the cable corporation is out to get us. What's truly occurring in our brains once we make those judgments? via unique examine, patron loyalty specialist Chris Malone and best social psychologist Susan Fiske chanced on that our perceptions come up from spontaneous judgments on heat and competence, an identical components that still make sure our impressions of individuals. We see businesses and types an identical method we instantly understand, pass judgement on, and behave towards each other. for this reason, to accomplish sustained good fortune, businesses needs to forge actual relationships with shoppers. And as consumers, we now have a correct to count on relational responsibility from the firms and types we support.

• Applies the social psychology strategies of "warmth" (what intentions others have towards us) and "competence" (how able they're of engaging in these intentions) to the best way we understand and relate to businesses and brands
• positive aspects in-depth analyses of businesses akin to Hershey's, Domino's, Lululemon, Zappos, Amazon, Chobani, dash, and more
• attracts from unique learn, comparing over forty five businesses over the process 10 separate studies

The Human Brand is key studying for knowing how and why we make the alternatives we do, in addition to what it takes for firms and types to earn and retain our loyalty within the electronic age.

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Extra resources for The Human Brand: How We Relate to People, Products, and Companies

Sample text

What is the basis of brand loyalty among Coca-Cola’s most ardent fans? None of these questions can be answered by measuring repeat patronage. They can be satisfied only through the lens of warmth and competence. These findings, along with the rise of the Relationship Renaissance, call for a new approach by businesses, one that seeks to build trust-based relationships with us as their customers. They need to demonstrate a lasting commitment to us before they can expect our commitment to them in terms of repeat purchases.

And this is reasonably appealing to most of us, because who wouldn’t want a rebate or discount on things that we were planning to buy anyway? But let’s be clear. This is certainly not relationship-based loyalty to a company or brand that we trust and prefer to patronize. It’s a financial rebate or discount for making repeated purchases, whether or not we like and trust the seller. The worst thing about loyalty and reward programs is that they absolutely, positively result in higher costs for companies— costs passed along to all of us in the form of higher prices.

As a general rule, reward programs in the travel industry are designed to maximize customer participation while limiting actual reward redemptions. This frequently involves a promotional advertising campaign that says “earn a free X after just Y” purchases, which generally sounds pretty reasonable and attractive. However, customers often don’t realize that there are special requirements and limitations in the fine print of the offer.

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The Human Brand: How We Relate to People, Products, and Companies by Susan T. Fiske, Chris Malone


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