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Why People Buy: Motivation Research and Its Successful Application (Rebel Reads Book 3) Reissue Edition, Kindle Edition
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.
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ISBN-13978-1632460325
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EditionReissue
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PublisherIg Publishing
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Publication dateSeptember 5, 2016
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LanguageEnglish
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File size25114 KB
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Product details
- ASIN : B01IMJQNXS
- Publisher : Ig Publishing; Reissue edition (September 5, 2016)
- Publication date : September 5, 2016
- Language : English
- File size : 25114 KB
- Text-to-Speech : Enabled
- Screen Reader : Supported
- Enhanced typesetting : Enabled
- X-Ray : Not Enabled
- Word Wise : Enabled
- Sticky notes : On Kindle Scribe
- Print length : 282 pages
- Best Sellers Rank: #1,088,318 in Kindle Store (See Top 100 in Kindle Store)
- #428 in Consumer Behavior
- #1,105 in Social Psychology & Interactions
- #1,187 in Marketing & Consumer Behavior
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This book is about Marketing and it was written by Louis Cheskin, who was a director of Colors Research Institute in 1950’s, and this book is from that period of time. You might think that this book is old and it will it not be possible to use information provided in this book – but you’ll be wrong about it; because when you start reading it and use common sense, you’ll see that 90% of things from this book still apply to this date when it comes to marketing.
One thing that is changed is trend. We need to be focus on current trends and current economic situations when choosing what to sell. There are examples of good products that failed because they had been sold in the wrong time. You can’t sell luxury products when the economic recession is, and people will not spend money on luxury products – that’s just one of the examples.
In this book there are a lot of focus on “Unconscious marketing” marketing methods, and it’s more about soft-sell marketing strategy. There’s a lot of focus on importance of choosing a right colors for package, and making the package for products quality, as well as creating a quality product itself. Also, there’s a lot of information about what kind of advertising works well for unconscious marketing and affecting the buyers mindset.
Everything in this book is created from running various of test for many years by institute run by Louis itself. I have to say that this book, although contain a lot of examples, pictures of advertising and packages aren’t provided to see the illustration of those examples – because that would be helpful as well. But since this book is fairly old, I can understand it. Many different industries is mentioned in this book, from automobiles, food, pets food, household products etc.
I see on Amazon that this book is not very popular, and I don’t understand why is that. This book does offer very good value for its content, and it’s a shame that it’s not more popular. I read this book on Scribd. I have to say also that author has mentioned more of his books in this one, but I can only find one more book available on Scribd to read – and I will read that book next also.
If you are someone like me, who is a beginner learner when it comes to marketing, then I would suggest you to read this book because it does touch so many important subjects about marketing. Such as importance of using the right colors, create good advertising, creating quality looking packages, setting the right prices. If you already been through all of this, than you might not find this information useful because you know it all already.