The Human Brand: How We Relate to People, Products, and Companies
by Susan T. Fiske, Chris Malone
This book reveals how people judge brands using the same social rules they apply to other humans, focusing on warmth and competence as drivers of trust and loyalty.
About This Book
The Human Brand examines how individuals relate to companies and products using the same mental processes applied to other people.
Authors Susan T. Fiske and Chris Malone draw on social psychology research to explain brand perception and trust.
The book discusses warmth and competence as key dimensions that shape consumer judgments and loyalty.
Readers gain insight into why some brands feel relatable while others seem distant or untrustworthy.
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