The warmth and competence dimensions : experimental validation in the context of crowdfunding

Hari, Jürg J.; Glaunsinger, Senem; Seiler, Roger

Publication type:	Conference paper
Type of review:	Not specified
Title:	The warmth and competence dimensions : experimental validation in the context of crowdfunding
Authors:	Hari, Jürg J. Glaunsinger, Senem Seiler, Roger
Conference details:	Academy of Marketing Conference 2016, Newcastle, United Kingdom, 4-7 July 2016
Issue Date:	2016
Language:	English
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).
URI:	https://digitalcollection.zhaw.ch/handle/11475/15585
Fulltext version:	Published version
License (according to publishing contract):	Licence according to publishing contract
Departement:	School of Management and Law
Organisational Unit:	Institute of Marketing Management (IMM)
Appears in collections:	Publikationen School of Management and Law

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Hari, J. J., Glaunsinger, S., & Seiler, R. (2016). The warmth and competence dimensions : experimental validation in the context of crowdfunding. Academy of Marketing Conference 2016, Newcastle, United Kingdom, 4-7 July 2016.

Hari, J.J., Glaunsinger, S. and Seiler, R. (2016) ‘The warmth and competence dimensions : experimental validation in the context of crowdfunding’, in Academy of Marketing Conference 2016, Newcastle, United Kingdom, 4-7 July 2016.

J. J. Hari, S. Glaunsinger, and R. Seiler, “The warmth and competence dimensions : experimental validation in the context of crowdfunding,” in Academy of Marketing Conference 2016, Newcastle, United Kingdom, 4-7 July 2016, 2016.

HARI, Jürg J., Senem GLAUNSINGER und Roger SEILER, 2016. The warmth and competence dimensions : experimental validation in the context of crowdfunding. In: Academy of Marketing Conference 2016, Newcastle, United Kingdom, 4-7 July 2016. Conference paper. 2016

Hari, Jürg J., Senem Glaunsinger, and Roger Seiler. 2016. “The Warmth and Competence Dimensions : Experimental Validation in the Context of Crowdfunding.” Conference paper. In Academy of Marketing Conference 2016, Newcastle, United Kingdom, 4-7 July 2016.

Hari, Jürg J., et al. “The Warmth and Competence Dimensions : Experimental Validation in the Context of Crowdfunding.” Academy of Marketing Conference 2016, Newcastle, United Kingdom, 4-7 July 2016, 2016.