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The Human Brand: How We Relate to People, Products, and Companies
Hardcover
$27.95
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Why we choose companies and brands in the same way that we unconsciously perceive, judge, and behave toward one another
People 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...