Title: Warmth and competence : how to become a trustworthy “Lovable Star” in business
Authors : Rozumowski, Anna
Hari, Jürg J.
Dermody, Janine
Conference details: The 50th Academy of Marketing Conference, Hull, 3.-6. Juli 2017
Publisher / Ed. Institution : Academy of Marketing
Issue Date: 2017
License (according to publishing contract) : Licence according to publishing contract
Type of review: No review
Language : English
Subject (DDC) : 658.8: Marketing management
Abstract: The Stereotype Content Model (SCM) suggests that admired people are both competent and likeable. These two primary dimensions – warmth and competence – inspire trust and have a strong impact on the impression formation process. The present paper answers the Research question whether a layperson can portray the four different characters in accordance with Casciaro and Lobos (2005) likability/competence matrix. Therefore, the character “Anna Müller” was created and the stimulus material was elaborated by combining different traits.
Departement: School of Management and Law
Publication type: Conference paper
ISBN: 978-1-5272-1271-8
URI: https://digitalcollection.zhaw.ch/handle/11475/12929
Appears in Collections:Publikationen School of Management and Law

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