The Cheskin system for business success

Business & Money

Cheskin, Louis

Management & Leadership

F. Fell Publishers

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.

Why People Buy: Motivation Research and Its Successful Application

W.W.Norton&Company

Color for Profit

Liveright

How To Predict What People Will Buy

Economics

Literary Licensing, LLC

Format Paperback Subject Literary Collections

Literature & Fiction

Literary

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.

Why People Buy: Motivation Research and Its Successful Application (Rebel Reads, 3)

Marketing & Sales

Ig Publishing

Psychologist and market researcher Louis Cheskin explains how to effectively package and color goods for maximum appeal to the customer. First published in the 1950s, this book has its basis in the many years of experience Louis Cheskin had in designing, marketing and selling products. The importance of color and imagery in achieving strong sales was discovered by Cheskin's team at the Color Research Institute; through showcasing products to focus groups of different demographics - male, female, old, young - they discovered how preferences differed. This research was borne out in product releases, with those following Cheskin's guidelines achieving better sales and being favored by more customers. Cheskin explains that individual people like to assume they are in full control of deciding whether to buy a given thing, arriving at a decision via the use of logic and reasoning. However, the truth is that the subconscious is a powerful force in the human psyche; whether a person's subconscious prefers a given packaging for its coloration or design traits is important - for it is the subconscious that informs, and commonly assumes precedent, over the conscious, thinking part of our brains. Revolutionary in his lifetime, the research Cheskin pioneered continues to be used by modern-day marketers and product designers. As this book demonstrates, predicting what a person will buy is both doable and crucial for success in business.

How to Predict What People Will Buy: The Subconscious Psychology Vital to Successful Product Design - A Marketer's Guide to the Color and Symbols of Perfect Packaging

Pantianos Classics

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Books by Cheskin, Louis