The universality of warmth and competence: A response to brands as intentional agents

Journal of Consumer Psychology - Tập 22 Số 2 - Trang 199-204 - 2012
Aronté Bennett1, Ronald Paul Hill1
1Villanova School of Business

Tóm tắt

AbstractConsiderable effort has been devoted towards the understanding of the ways in which people interact with brands. However, little attention has been paid to the personal differences that may impact these interactions. The framework for brands as intentional agents by Kervyn, Fiske, and Malone (this issue) is the groundbreaking application of almost three decades of research on warmth and competence as predictors of interpersonal stereotypes to the realm of brands. Our paper argues that demographic differences impact interactions with brands and offer additional explanatory power to the framework. Findings support conclusions of Kervyn et al., but they also suggest the importance of age, education, and income on warmth and competence evaluations.

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Thông tin
Thông tin xuất bản

Journal of Consumer Psychology

Tập 22 Số 2

199-204

Thông tin tác giả