|Title:||Warmth and competence : how to become a trustworthy “Lovable Star” in business|
|Authors :||Rozumowski, Anna|
Hari, Jürg J.
|Conference details:||The 50th Academy of Marketing Conference, Hull, 3.-6. Juli 2017|
|Publisher / Ed. Institution :||Academy of Marketing|
|License (according to publishing contract) :||Licence according to publishing contract|
|Type of review:||No review|
|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|
|Appears in Collections:||Publikationen School of Management and Law|
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