Title: Changing the warmth and competence dimensions : experimental validation in the context of insurance consultants
Authors : Seiler, Roger
Hari, Jürg J.
Kavci, Senem
Proceedings: Proceedings of the 2015 Academy of Marketing Conference : the Magic in Marketing
Pages : 1
Pages to: 9
Conference details: Academy of Marketing Conference 2015, Limerick, 7-9 July 2015
Issue Date: 2015
License (according to publishing contract) : Licence according to publishing contract
Type of review: Peer review (Publication)
Language : English
Subject (DDC) : 658.8: Marketing management
Abstract: Purpose: The Stereotype Content Model (SCM) postulates that consumers perceive other individuals primarily in terms of their warmth and competence. This also applies to sales agents. Consumers admire brands that are ‘lovable stars’ (highly competent and very warm). Since previous studies were based on explicit measures of existing people and groups, we aimed at experimentally creating the appropriate characters.
Departement: School of Management and Law
Organisational Unit: Institute of Marketing Management (IMM)
Publication type: Conference Paper
ISBN: 9781905952649
URI: https://digitalcollection.zhaw.ch/handle/11475/12411
Appears in Collections:Publikationen School of Management and Law

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