The M stands for McDonald’s, but the rounded m represents mummy’s mammaries, acccording the design consultant and psychologist Louis Cheskin. In the. Color For Profit Review: After I’ve read the book Why People Buy from the same author (Louis Cheskin) I decided to read this one as well to see. This book is about Marketing and it was written by Louis Cheskin, who was a director of Color Research Institute in ‘s, and this book is from.

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For example, initially McDonald’s operated burger-stands designed for walk-up service. Thinking in New Boxes.

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Color For Profit by Louis Cheskin Review

Research shows that most people who claim advertising doesn’t affect them tend to buy widely advertised products. He used the company plane in the s to spot from the air the best locations and road junctions for new restaurant branches. Ruxanda marked it as to-read Jul 14, The current evolution of Louis Cheskin’s firm, Cheskin Added Valuecontinues to apply many of his foundational principals of design research and sensation transference to their work.

What will louus the shopper to purchase one product over another? If you click on the link above you will be redirected to Amazon where you can buy this book, or any other book sor article s that you wish. Thoughts from a Grumpy Innovator. The indirect approach is vital. Based cheskkn the success of the Mustang, in Ford brought Cheskin in to research chrskin develop the Lincoln Continentalthe country’s first modernist ‘luxury’ car.


There are several competing brands on the store shelf. Furthermore, when the company proclaimed ‘It tastes just like Butter,’ they had scientific ‘proof’ to back this statement up. In the late s, there were several cneskin using this approach, then called motivational researchfor market research based on psychological understanding.

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By investigating these deep connections, Cheskin demonstrates how marketers can effectively position products for sale in the marketplace. It louks these kinds of insights that Cheskin’s research gave his clients that helped shape companies’ strategies. Archived from the original on Many different industries is mentioned in this book, from automobiles, food, pets food, household products etc.

Why People Buy: Motivation Research and Its Successful Application by Louis Cheskin

Picture Your Business Strategy: The Freudian approach posited that women smoked more when cigarette advertising showed uplifted, or erect, cigarettes in their hands and mouths because of their inherent chheskin envy. Find a copy in the library Finding libraries that hold this item Beat The Big Box: Item s unavailable for purchase.

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Loyis reasoned that it could also be due to the idea of social acceptance and glamour projected by the advertisement. 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.


Initially, this approach relied almost exclusively on word of mouth and represented an early use of guerrilla marketing. Cheskin’s innovative insight was that impressions created in customers’ minds, based on experiencing products sensorially, transferred directly to concepts of value, price, quality, and emotion. An Innovator’s Guide to Productive Thinking.

This page was last edited on 29 Septemberat September 5, Imprint: In addition, his multi-sensory and experiential approach of creating a full event around the test was truly innovative for the time.

The Power of Impossible Thinking. The 5 Elements of Effective Thinking.

Why People Buy: Motivation Research and Its Successful Application

In order to cheakin images and colors as tools for mar keting, we must learn which produce favorable sensa tions and which unfavorable. Designs that flatter the figure will always remain pop ular. Steven Grantham marked it as to-read Jul 23, Alexa Actionable Analytics for the Web. However, the only difference between them was their packaging three different colour schemes.

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