People everywhere describe their relationships with brands of all kinds in deeply personal ways—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 their original research, customer loyalty expert Chris Malone and social psychologist Susan Fiske found that we relate to companies, brands, and even inanimate products in the same way that we naturally perceive, judge, and behave toward one another.
Early humans developed a kind of genius for making two specific kinds of quick judgments: What are the intentions of other people toward me? And how capable are they of carrying out those intentions? Social psychologists call these two categories of perception warmth and competence, and they drive most of our emotions and behavior toward other people—and in today’s modern world, toward businesses too. As a result, we become devoted to certain companies, brands, even products, but we also have high expectations for loyalty from them in return.
We’ve invited Chris Malone to join us for our Soundview Live webinar on March 11th. Join us for How We Relate to People, Products & Companies to learn:
• How the social psychology concepts of “warmth” and “competence” apply to the way we perceive and relate to companies and brands.
• From in-depth analyses of companies such as Hershey’s, Domino’s, Lululemon, Zappos, Amazon, Chobani, Sprint, and more.
• How and why we make the choices we do.
• What it takes for companies and brands to earn and keep our loyalty in the digital age.
Make sure to bring your questions for Chris, to post during the webinar for him to answer, and invite the rest of your department or team to join you.