{"product_id":"why-people-buy-motivation-research-and-its-successful-application-9781632460325","title":"Why People Buy: Motivation Research and Its Successful Application","description":"\u003cp\u003eThere 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.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eLouis Cheskin \u003c\/strong\u003e(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.\u003c\/p\u003e\u003cp\u003e\u003cbr\u003e\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e \u003ca href=\"https:\/\/sureshotbooks-com.myshopify.com\/search?type=product%2Carticle%2Cpage\u0026amp;q=AUTH-604730\"\u003eLouis Cheskin\u003c\/a\u003e\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Ig Publishing\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 09\/20\/2016\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 276\u003cbr\u003e\u003cb\u003eBinding Type:\u003c\/b\u003e Paperback\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 0.70lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 8.20h x 5.40w x 0.70d\u003cbr\u003e\u003cb\u003eISBN13:\u003c\/b\u003e 9781632460325\u003cbr\u003e\u003cb\u003eISBN10:\u003c\/b\u003e 1632460327\u003cbr\u003e\u003cb\u003eBISAC Categories:\u003c\/b\u003e\u003cbr\u003e- \u003ca href=\"https:\/\/sureshotbooks-com.myshopify.com\/search?type=product%2Carticle%2Cpage\u0026amp;q=CAT-BUS\"\u003eBusiness \u0026amp; Economics\u003c\/a\u003e | \u003ca href=\"https:\/\/sureshotbooks-com.myshopify.com\/search?type=product%2Carticle%2Cpage\u0026amp;q=BISAC-BUS016000\"\u003eConsumer Behavior | General\u003c\/a\u003e\u003cbr\u003e- \u003ca href=\"https:\/\/sureshotbooks-com.myshopify.com\/search?type=product%2Carticle%2Cpage\u0026amp;q=CAT-BUS\"\u003eBusiness \u0026amp; Economics\u003c\/a\u003e | \u003ca href=\"https:\/\/sureshotbooks-com.myshopify.com\/search?type=product%2Carticle%2Cpage\u0026amp;q=BISAC-BUS043000\"\u003eMarketing | General\u003c\/a\u003e\u003cbr\u003e- \u003ca href=\"https:\/\/sureshotbooks-com.myshopify.com\/search?type=product%2Carticle%2Cpage\u0026amp;q=CAT-PSY\"\u003ePsychology\u003c\/a\u003e | \u003ca href=\"https:\/\/sureshotbooks-com.myshopify.com\/search?type=product%2Carticle%2Cpage\u0026amp;q=BISAC-PSY031000\"\u003eSocial Psychology\u003c\/a\u003e\u003cbr\u003e\u003cbr\u003e\u003cp\u003e\u003cb\u003eAbout the Author\u003c\/b\u003e\u003cbr\u003eLouis 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.\u003c\/p\u003e","brand":"Ig Publishing","offers":[{"title":"Default Title","offer_id":48463366717677,"sku":"9781632460325","price":22.95,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0550\/8097\/6621\/files\/img_bc9207be-a16a-4b04-95cb-092c2ddaedfd.jpg?v=1753722290","url":"https:\/\/sureshotbooks.com\/products\/why-people-buy-motivation-research-and-its-successful-application-9781632460325","provider":"SureShot Books Publishing LLC","version":"1.0","type":"link"}