The Rational Homo Psychologicus

Creating Thoughtful Businesses

Authors: Story, H. Y.

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  • Redefines the foundation of the assumption of the homo economicus
  • Constructs a new methodology (BHI) to evaluate and enhance corporate brand health 
  • Brings insights from best practices around the world 
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  • ISBN 978-981-329-503-2
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About this book

This is a challenger book. It systematically modifies the assumptions of the homo economicus and homo sociologicus by constructing a deeper foundation of human and corporate personhood. The new theory of homo psychologicus probes into a long-forgotten common sense: humans are rationally irrational homo psychologicus, as are companies. The homo psychologicus state of people and companies, or the desire of realizing who we are and who we are not, lays the foundation for our decisions on profits and stakeholder relationships.

The author, a veteran brand strategy consultant, starts by decoding some of the most popular misconceptions in the field of brand management—Corporate Identity, Brand Valuation, and Positioning Theory. While the concepts are clarified and the functionality of brand management is redefined, the book further dissects that a key differentiation between businesses with lasting success and others is a thoughtful homo psychologicus mindset.

The methodology of developing thoughtful businesses will empower companies to make more visionary decisions for themselves and the economic ecosystem that we all rely upon. More thoughtful businesses could potentially create more thoughtful economies through their collective efforts.

About the authors

H. Y. Story is an independent consultant. She started her career in brand management at Landor Associates of WPP. She later became the office lead strategist and Strategy Director of Siegel + Gale, an Omnicom brand consulting firm. After serving clients such as Hewlett Packard Enterprise, Dell, P&G, Rotary Institute, J.Crew, she left the agency business to focus on methodology innovation and a new type of brand consulting, as introduced in this book. 
She graduated from the Lew Klein College of Media and Communication (formerly School of Communications and Theater) of Temple University, USA, as one of the youngest Ph.D.s in the history of the College. Prior to that, she obtained her Master’s degree from the London School of Economics. She has lived in nine cities in five time zones. 

Table of contents (7 chapters)

Table of contents (7 chapters)
  • The Rational Homo Psychologicus: A Fundamental Assumption Revisited

    Pages 1-18

    Story, H. Y.

  • The Value of Thoughtfulness?

    Pages 19-49

    Story, H. Y.

  • The Growth of the Homo Psychologicus—Optimization Theory as a Replacement for Positioning Theory

    Pages 51-60

    Story, H. Y.

  • 1000 Hamlets in the Evaluation of the Homo Psychologicus

    Pages 61-87

    Story, H. Y.

  • BHI: A New Evaluation Methodology

    Pages 89-148

    Story, H. Y.

Buy this book

eBook n/a
  • ISBN 978-981-329-503-2
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
Hardcover n/a
  • ISBN 978-981-329-502-5
  • Free shipping for individuals worldwide
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Bibliographic Information

Bibliographic Information
Book Title
The Rational Homo Psychologicus
Book Subtitle
Creating Thoughtful Businesses
Authors
Copyright
2020
Publisher
Palgrave Macmillan
Copyright Holder
The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.
eBook ISBN
978-981-329-503-2
DOI
10.1007/978-981-32-9503-2
Hardcover ISBN
978-981-329-502-5
Edition Number
1
Number of Pages
XVII, 185
Number of Illustrations
2 b/w illustrations, 2 illustrations in colour
Topics