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Customers choose companies and brands based on their perceptions of the organizations’ warmth and competence — the same criteria we use to judge other people, argue psychology and public affairs professor Susan Fiske and Chris Malone in The Human Brand: How We Relate to People, Products, and Companies (Jossey-Bass). Companies that put customers’ interests ahead of their own, they write, activate our automatic perceptions of their warmth and competence.
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French professor Thomas Trezise writes about those who receive the testimony of Holocaust survivors in Witnessing Witnessing: On the Reception of Holocaust Survivor Testimony (Fordham University Press). The view that such trauma is unspeakable can inhibit victims from giving their testimony, he argues.
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In Redeeming The Prince: The Meaning of Machiavelli’s Masterpiece (Princeton University Press), Maurizio Viroli, a professor of politics emeritus, offers a new understanding of The Prince. Rather than being a bible of unscrupulous politics, The Prince, Viroli suggests, is actually about political redemption.