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Why People Buy: Motivation Research and its Successful Application by Louis Cheskin at Abbey's Bookshop,
Why People Buy: Motivation Research and its Successful Application
— —
Louis Cheskin

Why People Buy

Motivation Research and its Successful Application

Louis Cheskin

$54.95   $49.04

Paperback

Not in-store but you can order this
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English
Ig Publishing
03 January 2017
Market research
"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."
By:  
Imprint:   Ig Publishing
Country of Publication:   United States
Dimensions:   Height: 210mm,  Width: 140mm,  Spine: 18mm
Weight:   318g
ISBN:   9781632460325
ISBN 10:   1632460327
Pages:   240
Publication Date:  
Audience:   General/trade ,  ELT Advanced
Format:   Paperback
Publisher's Status:   Active

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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