We are currently making improvements to the Audible site. In an effort to enhance the accessibility experience for our customers, we have created a page to more easily navigate the new experience, available at the web address www.audible.com/access.
Call anytime(888) 283-5051
The Human Brand: How We Relate to People, Products, and Companies | [Chris Malone, Susan T. Fiske]

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

Customers everywhere describe their interactions with companies in a deeply personal way: We hate our banks, love our smartphones, and think the cable company is out to get us. What is actually going through our brains when we make these judgments? Customer loyalty expert Chris Malone and top social psychologist Susan Fiske have discovered that our perceptions arise from spontaneous judgments on warmth and competence, the same two factors that also determine our impressions of people.
Regular Price:$18.86
  • Membership Details:
    • First book free with 30-day trial
    • $14.95/month thereafter for your choice of 1 new book each month
    • Cancel easily anytime
    • Exchange books you don't like
    • All selected books are yours to keep, even if you cancel
  • - or -

Your Likes make Audible better!

'Likes' are shared on Facebook and Audible.com. We use your 'likes' to improve Audible.com for all our listeners.

You can turn off Audible.com sharing from your Account Details page.

OK

Publisher's Summary

Customers everywhere describe their interactions with companies in a deeply personal way: We hate our banks, love our smartphones, and think the cable company is out to get us. What is actually going through our brains when we make these judgments?

Customer loyalty expert Chris Malone and top social psychologist Susan Fiske have 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 - such as Hershey's, Domino's, Lululemon, Zappos, Amazon, Chobani, and Sprint - in the same manner that we inherently perceive, judge, and behave toward one another. As a result, to achieve sustained success in the future, companies must forge genuine relationships with their customers - ones that reflect warmth, competence, and worthy intentions. And as customers, we have a right to expect relational accountability from the companies and brands we support.

Drawing from original research and evaluating over 45 companies in the course of ten separate studies, The Human Brand is essential listening 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.

©2013 Original material by Chris Malone and Susan T. Fiske. Recorded by arrangement with Levine Greenberg Literary Agency, Inc. (P)2013 HighBridge Company

What Members Say

Average Customer Rating

3.3 (3 )
5 star
 (1)
4 star
 (1)
3 star
 (0)
2 star
 (0)
1 star
 (1)
Overall
3.3 (3 )
5 star
 (1)
4 star
 (1)
3 star
 (0)
2 star
 (0)
1 star
 (1)
Story
4.0 (2 )
5 star
 (1)
4 star
 (0)
3 star
 (1)
2 star
 (0)
1 star
 (0)
Performance


There are no listener reviews for this title yet.

    There are no listener reviews for this title yet.

Report Inappropriate Content

If you find this review inappropriate and think it should be removed from our site, let us know. This report will be reviewed by Audible and we will take appropriate action.

Cancel

Thank You

Your report has been received. It will be reviewed by Audible and we will take appropriate action.