{"product_id":"the-human-brand-how-we-relate-to-people-products-and-companies-9781118611319","title":"The Human Brand: How We Relate to People, Products, and Companies","description":"\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\u003cbr\u003e\u003cbr\u003e\u003cb\u003eBinding Type:\u003c\/b\u003e Hardcover\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Jossey-Bass\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 10\/07\/2013\u003cbr\u003e\u003cb\u003eISBN:\u003c\/b\u003e 9781118611319\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 208\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 0.85lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 9.32h x 6.10w x 0.81d\u003cbr\u003e\u003cb\u003eAward:\u003c\/b\u003e Axiom Business Book Awards - Silver Medal Winner","brand":"Chris Malone,Susan T. Fiske","offers":[{"title":"Default Title","offer_id":52210044469429,"sku":"9781118611319","price":23.76,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0473\/0804\/6492\/files\/img_30112a81-3d6c-45dd-99d3-3edf5f84cd99.jpg?v=1770132208","url":"https:\/\/pastforward.org\/products\/the-human-brand-how-we-relate-to-people-products-and-companies-9781118611319","provider":"Past Forward","version":"1.0","type":"link"}