How Does It Make You Feel? Why Emotion Wins The Battle of Brands Kindle Edition
See the Best Books of the Month
Want to know our Editors' picks for the best books of the month? Browse Best Books of the Month, featuring our favorite new books in more than a dozen categories.
Enter your mobile number or email address below and we'll send you a link to download the free Kindle App. Then you can start reading Kindle books on your smartphone, tablet, or computer - no Kindle device required.
To get the free app, enter your mobile phone number.
Customers who bought this item also bought
Would you like to tell us about a lower price?
Showing 1-8 of 10 reviews
There was a problem filtering reviews right now. Please try again later.
How Does It Make You Feel explains how the emotional motivations behind consumer behavior aren't simply errors in calculation. They're the engines that keep the economy going, and marketers who ignore them will lose the battle of the brands, no matter how big their banks of data become.
This book is a welcome reminder of the importance of in-depth qualitative methodologies in market research. Travis confronts the mismatch between individual shopping behaviors and the groupthink that dominates focus groups. He argues in favor of a sophisticated, yet deeply human, approach that, unlike the quick surveys that feed the growth of database modeling, never accepts consumers' explanations for their behavior at face value.
This is a perfect read for your next business trip where you want to close the laptop for a couple of hours and expand the way you think about delivering value (however you might define it) to your customers and to your employees.
The title asks how it makes you feel and my answer is a resounding: inspired, armed and energized!
Any psychologist will tell you that the majority of human decision and emotion in rooted in the unconscious brain: the same factors apply to consumer purchases. The writing is colloquial and lucid, and Daryl cites great brand stories about IBM, Starbucks, and Zappo's, to name a few. The anecdotes are insightful and at times quite entertaining.
I highly recommend this book as a must-read for anyone working with brands, market research, or just to learn more about people.