The Human Brand

The Human Brand

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Malone, Chris | Fiske, Susan T. Jossey-Bass, 2013
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IN THIS SUMMARY

People judge one another based on two categories of social perception: warmth and competence. Individuals who exhibit warmth and competence tend to generate feelings of trust and admiration in others. These types of judgments occur in all relationships, including those that involve commercial transactions. In The Human Brand, Chris Malone and Susan T. Fiske describe how the warmth and competence theory of human interaction also applies to how people interact with brands and companies. They suggest that successful companies present themselves as human and create shared value with consumers through the new rules of the “Relationship Renaissance.”