{"product_id":"9781118611319","title":"The Human Brand How We Relate to People, Products, and Companies","description":"\u003ch1\u003eThe Human Brand\u003c\/h1\u003e\u003ch2\u003eHow We Relate to People, Products, and Companies\u003c\/h2\u003e\u003ch3\u003eChris Malone | Susan T. Fiske\u003c\/h3\u003e\u003cdiv\u003e\u003cb\u003eBusiness \u0026amp; Economics \/ General\u003c\/b\u003e\u003c\/div\u003e\u003cbr\u003e\u003cdiv\u003e\n\u003cb\u003eWhy we choose companies and brands in the same way that we unconsciously perceive, judge, and behave toward one another\u003c\/b\u003e  \u003cp\u003ePeople 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 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.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eApplies the social psychology concepts of \"warmth\" (what intentions others have toward us) and \"competence\" (how capable they are of carrying out those intentions) to the way we perceive and relate to companies and brands\u003c\/li\u003e \u003cli\u003eFeatures in-depth analyses of companies such as Hershey's, Domino's, Lululemon, Zappos, Amazon, Chobani, Sprint, and more\u003c\/li\u003e \u003cli\u003eDraws from original research, evaluating over 45 companies over the course of 10 separate studies\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003e\u003ci\u003eThe Human Brand\u003c\/i\u003e is essential reading for understanding how and why we make the choices we do, as well as what it takes for companies and brands to earn and keep our loyalty in the digital age.\u003c\/p\u003e\n\u003c\/div\u003e\u003cdiv\u003e   \u003cp\u003e\u003cb\u003eCHRIS MALONE\u003c\/b\u003e 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 \u0026amp; Gamble. He lives in the Philadelphia area with his wife and three sons.  \u003c\/p\u003e\n\u003cp\u003e\u003cb\u003eSUSAN T. FISKE\u003c\/b\u003e 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. \u003c\/p\u003e\n\u003c\/div\u003e\u003cbr\u003e\u003ctable\u003e\n\u003ctr\u003e\n\u003ctd\u003ePublication Date: \u003c\/td\u003e\n\u003ctd\u003e07 October 2013\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePublisher: \u003c\/td\u003e\n\u003ctd\u003eWiley\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eImprint: \u003c\/td\u003e\n\u003ctd\u003eJossey-Bass\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eISBN-13: \u003c\/td\u003e\n\u003ctd\u003e9781118611319\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eFormat: \u003c\/td\u003e\n\u003ctd\u003eHardback\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePage Count: \u003c\/td\u003e\n\u003ctd\u003e208\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eWeight (oz): \u003c\/td\u003e\n\u003ctd\u003e12.8\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/table\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":44384213467276,"sku":"9781118611319","price":25.16,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0710\/9545\/1788\/files\/9781118611319.jpg?v=1780199185","url":"https:\/\/fh90cf-fv.myshopify.com\/products\/9781118611319","provider":"Late Knight Books and Services, LLC","version":"1.0","type":"link"}