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 2016 Conference, Newcastle, United Kingdom, 4-7 July 2016
Issue Date: 2016
License (according to publishing contract) : Licence according to publishing contract
Type of review: Not specified
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).
Departement: School of Management and Law
Organisational Unit: Institute of Marketing Management (IMM)
Publication type: Conference Paper
URI: https://digitalcollection.zhaw.ch/handle/11475/15585
Appears in Collections:Publikationen School of Management and Law

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