Publication type: Conference paper
Type of review: Peer review (abstract)
Title: Warmth and competence dimensions of brands as a result of implicit perceptions
Authors: Hari, Jürg
Forestier, Céline
Rawitzer, Heike
Laager, Yvonne
Conference details: Academy of Marketing Conference 2014, Bournemouth, United Kingdom, 7-10 July 2014
Issue Date: 2014
Language: English
Subjects: Brands; Marketing; Conference
Subject (DDC): 658.8: Marketing management
Abstract: Purpose: The Stereotype Content Model postulates that consumers perceive other individuals primarily in terms of their warmth and competence. This also applies to brands. Consumers admire brands that are in the ‘golden quadrant’ (highly competent and very warm). Since previous studies were based on explicit measures, we intended to replicate the results for brands on the implicit, unconscious level. Method: As a measure of implicit associations we used the Implicit Association Test (IAT) and studied 8 brands with 78 study participants. Results: The results of this study fully confirm the findings from previous studies, both on the implicit as well as on the explicit level. The presence of an IAT-effect suggests that participants associated competent brands with “positive” and less competent brands with “negative”. The same holds true for the warmth dimension. It is noteworthy that the implicit (unconscious) effect was much stronger than the explicit effect. Conclusions: The results confirm the presence of an IAT-effect. The participants in our study associated competent/warm brands with “positive” and less competent/cold brands with “negative”. The results also suggest that the IAT is a better measure for testing the “golden quadrant” concept.
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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