Human Brand Malone Chris
Human Brand Malone Chris Why we choose companies and brands in the same way that we unconsciously perceive, judge, and behave toward one anotherPeople everywhere describe their relationships with…
Specifikacia Human Brand Malone Chris
Human Brand Malone Chris
Why we choose companies and brands in the same way that we unconsciously perceive, judge, and behave toward one anotherPeople 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. 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 determine our impressions of people. What's actually going on in our brains when we make these judgments?
As a result, to achieve sustained success, companies must forge genuine relationships with customers. We see companies and brands the same way we automatically perceive, judge, and behave toward one another. And as customers, we have a right to expect relational