|Title:||Changing the warmth and competence dimensions : experimental validation in the context of insurance consultants|
|Authors :||Seiler, Roger|
Hari, Jürg J.
|Proceedings:||Proceedings of the 2015 Academy of Marketing Conference : the Magic in Marketing|
|Conference details:||Academy of Marketing Conference 2015, Limerick, 7-9 July 2015|
|License (according to publishing contract) :||Licence according to publishing contract|
|Type of review:||Peer review (Publication)|
|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|
|Appears in Collections:||Publikationen School of Management and Law|
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