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 arise from spontaneous judgments on warmth and competence, the same two factors that also determine our impressions of people. We see companies and brands the same way we automatically perceive, judge, and behave toward one another. As a result, to achieve sustained success, companies must forge genuine relationships with customers. And as customers, we have a right to expect relational accountability from the companies and brands we support. Applies the social psychology concepts of "warmth" (what intentions others have toward us) and "competence" (how capable they are of carrying out those intentions) to the way we perceive and relate to companies and brands Features in-depth analyses of companies such as Hershey's, Domino's, Lululemon, Zappos, Amazon, Chobani, Sprint, and more Draws from original research, evaluating over 45 companies over the course of 10 separate studies The Human Brand is essential reading 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.
An insightful examination of why we compare ourselves to those above and below us.The United States was founded on the principle of equal opportunity for all, and this ethos continues to inform the nation’s collective identity. In reality, however, absolute equality is elusive. The gap between rich and poor has widened in recent decades, and the United States has the highest level of economic inequality of any developed country. Social class and other differences in status reverberate throughout American life, and prejudice based on another’s perceived status persists among individuals and groups. In Envy Up, Scorn Down, noted social psychologist Susan Fiske examines the psychological underpinnings of interpersonal and intergroup comparisons, exploring why we compare ourselves to those both above and below us and analyzing the social consequences of such comparisons in day-to-day life.What motivates individuals, groups, and cultures to envy the status of some and scorn the status of others? Who experiences envy and scorn most? Envy Up, Scorn Down marshals a wealth of recent psychological studies as well as findings based on years of Fiske’s own research to address such questions. She shows that both envy and scorn have distinctive biological, emotional, cognitive, and behavioral characteristics. And though we are all “wired” for comparison, some individuals are more vulnerable to these motives than others. Dominant personalities, for example, express envy toward high-status groups such as the wealthy and well-educated, and insecurity can lead others to scorn those perceived to have lower status, such as women, minorities, or the disabled. Fiske shows that one’s race or ethnicity, gender, and education all correlate with perceived status. Regardless of whether one is accorded higher or lower status, however, all groups rank their members, and all societies rank the various groups within them. We rate each group as either friend or foe, able or unable, and accordingly assign them the traits of warmth or competence. The majority of groups in the United States are ranked either warm or competent but not both, with extreme exceptions: the homeless or the very poor are considered neither warm nor competent. Societies across the globe view older people as warm but incompetent. Conversely, the very rich are generally considered cold but highly competent. Envy Up, Scorn Down explores the nuances of status hierarchies and their consequences and shows that such prejudice in its most virulent form dehumanizes and can lead to devastating outcomes—from the scornful neglect of the homeless to the envious anger historically directed at Tutsis in Rwanda or Jews in Europe.Individuals, groups, and even cultures will always make comparisons between and among themselves. Envy Up, Scorn Down is an accessible and insightful examination of drives we all share and the prejudice that can accompany comparison. The book deftly shows that understanding envy and scorn—and seeking to mitigate their effects—can prove invaluable to our lives, our relationships, and our society.
How do people make sense of each other? How do people make sense of themselves? Social cognition attempts to explain the most fundamental of questions. It looks at why other people are not simply ‘objects’ to be perceived and how the social world provides dramatic and complex perspectives on the Self and Others. The subtitle of this book ‘From Brains to Culture’ reflects the journey that Social Cognition has been on since it first emerged as a dynamic and forward-looking field of research within social psychology. Structured in four clear parts, Social Cognition: From Brains to Culture begins with a clear outline of the basic concepts before moving into more topical sections: understanding individual selves and others, followed by making sense of society. The authors finish by looking beyond cognition to affect and behaviour. Challenging and rigorous, yet strikingly accessible, this book is essential reading for all students of social psychology from undergraduate to post-graduate and beyond.
Scientists Making a Difference: One Hundred Eminent Behavioral and Brain Scientists Talk about their Most Important Contributions
Scientists Making a Difference is a fascinating collection of first-person narratives from the top psychological scientists of the modern era. These readable essays highlight the most important contributions to theory and research in psychological science, show how the greatest psychological scientists formulate and think about their work, and illustrate how their ideas develop over time. In particular, the authors address what they consider their most important scientific contribution, how they got the idea, how the idea matters for the world beyond academic psychology, and what they would like to see as the next steps in research. The contributors, who were chosen from an objectively compiled list of the most eminent psychological scientists, provide a broad range of insightful perspectives. This book is essential reading for students, researchers and professionals interested in learning about the development of the biggest ideas in modern psychological science, described firsthand by the scientists themselves.
Social Beings: Core Motives in Social Psychology, 3rd Edition provides psychologists with a cutting-edge approach on evolutionary and cross-cultural psychology. The book addresses research on three different levels: brain function and cognition, individual and situations, and groups and cultures. The second edition has been updated to present contemporary research in social psychology. It also discusses increasingly important issues in the field including emotion science and the impact of neuroscience on social and personality psychology. The Third Edition retains the previous editions’ features and adds the most up-to-date literature.
Electronic Inspection Copy available to instructors here ′Since its very first edition, Social Cognition has been the undisputed bible of the field, and this new edition is the best one yet. Insightful, authoritative, and beautifully written by two of the field′s most eminent researchers, it is an indispensable guide for students and scientists alike. The book that came first remains first.′ -Daniel Gilbert, Harvard University, UK ′This latest edition of the best overview of social cognition research somehow succeeds in lifting the bar higher still for its competitors. It is authoritative yet readable, and has depth as well as breadth -- an irresistible invitation to the field!′ - Miles Hewstone, University of Oxford, UK In Social Cognition: From Brains to Culture 2nd Edition, Fiske and Taylor carefully integrate the many new threads of social cognition research that have emerged in the intervening years since the previous edition, including developments within social neuroscience, cultural psychology and some areas of applied psychology, and continue to tell a powerful and comprehensive story about what social cognition is and why it′s a significant phenomenon in society today. Every updated chapter now includes more figures and tables, glossary entries, and further readings. A supplemental test bank including some full-text journal articles corresponding to chapters in the book is available online at: www.sagepub.co.uk/fiskeandtaylor. This textbook will be indispensable to students of social cognition and social psychology worldwide, at undergraduate or graduate level. Visit the Companion Website at www.sagepub.co.uk/fiskeandtaylor
The foremost reference resource for academics, researchers, and graduate students in psychology looking for the most current, well-researched, and thorough information in the field of social psychology Established for over 50 years; no other reference in the field can claim the stature or thoroughness of content as this classic resource Represents the full field from neuron to nation This fifth edition brings on board mostly new authors as befits a vigorous, cutting-edge science Features chapters on social neuroscience, mind perception, morality, and social stratification, among other new topics 4 Volumes http://onlinelibrary.wiley.com/book/10.1002/9780470561119
Social Beings: A Core Motives Approach to Social Psychology
Offering a refreshingly new approach, while maintaining the standard chapter topics of traditional social psychology texts, Susan Fiske's SOCIAL BEINGS conveys the excitement and vitality of this fascinating field, and captures students' imaginations by connecting the material to their everyday lives. Fiske provides a highly readable and engaging narrative flow based on the five core social motives repeatedly identified by personality and social psychologists: Belonging, Understanding, Controlling, Enhancing Self, and Trusting. Throughout, the book integrates material showing the field's relevance to human problems and incorporates motivation, social evolution, and culture, not as after-thoughts, but as intrinsic features of the text.
This is a revision of a market leader in social cognition written by two well-known and respected authors. The text is designed to provide a critical overview of the theories and methods in the newly emerging field of social cognition. The major theme of the book is that normal cognitive processes account for much of how people understand themselves and others. In basic research, social cognition theories of attribution, psychological control, social schemata, attention, person memory, and social inference have become central to the field. In a recent poll, social psychologists predicted that topics within a cognitive approach would be the most popular research area in the coming decade.
Beyond Common Sense: Psychological Science in the Courtroom
Beyond Common Sense addresses the many important and controversial issues that arise from the use of psychological and social science in the courtroom. Each chapter identifies areas of scientific agreement and disagreement, and discusses how psychological science advances our understanding of human behavior beyond common sense. Features original chapters written by some of the leading experts in the field of psychology and law including Elizabeth Loftus, Saul Kassin, Faye Crosby, Alice Eagly, Gary Wells, Louise Fitzgerald, Craig Anderson, and Phoebe Ellsworth The 14 issues addressed include eyewitness identification, gender stereotypes, repressed memories, Affirmative Action and the death penalty Commentaries written by leading social science and law scholars discuss key legal and scientific themes that emerge from the science chapters and illustrate how psychological science is or can be used in the courts
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