Why People Buy: Motivation Research and Its Successful Application

Name: Why People Buy: Motivation Research and Its Successful Application
Brand: Ig Publishing
SKU: 9781632460325
Price: 1636.0 INR
Availability: InStock

by Louis Cheskin

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ISBN13: 9781632460325
Binding: Paperback
Subject: N/A
Publisher: Ig Publishing
Publisher Imprint: Ig Publishing
Publication Date: September 20, 2016
Pages: 276
Original Price: USD 22.95
Language: English
Edition: N/A
Item Weight: 318 grams
BISAC Subject(s): Consumer Behavior, Marketing / General, and Social Psychology

About The Book

There are several competing brands on the store shelf. What will cause the shopper to purchase one product over another? Is it the brand name, the brand-identifying image, the design of the package, the color, or ads about the product that the consumer might have seen? In this 1959 classic, Cheskin answers these and many other questions by presenting his insights into human motivation as expressed in purchasing decisions. Bringing psychological insights to bear on market research, Cheskin shows how motivations that can indicate acceptance and value of brands, along with packaging, are the bearers of meaning for products. By investigating these deep connections, Cheskin demonstrates how marketers can effectively position products for sale in the marketplace.

Louis Cheskin (1907-1981) was a marketing innovator who observed that people's perceptions of products were directly related to aesthetic design. Cheskin discovered that most people make unconscious assessments of a product based on secondary sensory input associated with the product, such as its color or shape, which contribute to a general impression which he called "sensation transference." This concept revolutionized advertising and marketing.

About The Author

Louis Cheskin (1907-1981) was a scientific researcher, clinical psychologist, and important marketing innovator who observed that people's perceptions of products and services were directly related to aesthetic design. Cheskin spent most of his life investigating how design elements impacted people's perceptions of value, appeal, and relevance. He also discovered that most people could not resist transferring their feelings towards the packaging to the product itself.

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