Publication type: Conference paper
Type of review: No review
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, United Kingdom, 3-6 July 2017
Issue Date: 2017
Publisher / Ed. Institution: Academy of Marketing
ISBN: 978-1-5272-1271-8
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.
URI: https://digitalcollection.zhaw.ch/handle/11475/12929
Fulltext version: Published version
License (according to publishing contract): Licence according to publishing contract
Departement: School of Management and Law
Appears in Collections:Publikationen School of Management and Law

Files in This Item:
There are no files associated with this item.


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.