|Title:||The warmth and competence dimensions : experimental validation in the context of crowdfunding|
|Authors :||Hari, Jürg J.|
|Conference details:||Academy of Marketing 2016 Conference, Newcastle, United Kingdom, 4-7 July 2016|
|License (according to publishing contract) :||Licence according to publishing contract|
|Type of review:||Not specified|
|Subjects :||Crowdfunding; Academy of Marketing; Warmth; Competence|
|Subject (DDC) :||658.1: Organization and finance |
658.8: Marketing management
|Abstract:||The Stereotype Content Model postulates that individuals appraise other individuals primarily in terms of their warmth and competence (Fiske, Cuddy & Glick, 2007; Fiske et al., 2002). Two groups of authors suggest that this idea translates into corporate practice with very interesting findings for a company’s people and brands. First, Casciaro and Sousa-Lobo (2005) propose, that people within organizations prefer to work with ‘lovable stars’ (warm and competent) and they avoid ‘competent jerks’ (competent but not warm/likeable). Second, Aaker, Garbinsky, and Vohs (2012) demonstrated that consumers admire brands that are in the ‘golden quadrant’ (highly competent and very warm). ‘Forprofit’-companies and brands are often in the quadrant ‘high competence, low warmth’ and, in consequence, enjoy much less admiration and consumer’s intention to purchase is lower (Aaker, Vohs & Mogilner, 2010).|
|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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