Brands as intentional agents framework: How perceived intentions and ability can map brand perception

Kervyn, Nicolas; Fiske, Susan T.; Malone, Chris

doi:10.1016/j.jcps.2011.09.006

Cited by 482 publications

(584 citation statements)

References 40 publications

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“…This space usefully describes a variety of human social perceptions: over US samples, both convenience [students, adults (23)] and representative [adults (24)]; over dozens of countries, using their own social groups (26,27); over time [Italian Fascists (28); American students since 1933 (29)]; over levels of analysis, from individuals (30) to subtypes of women and men (31), immigrants (32), gay men (25), and African Americans (33); and even over other intent-having entities, such as animal species* and corporations (34,35). These warmth-by-competence data suggest the bold conclusion that the dimensions are universally descriptive of group images.…”

Section: Identifying Whom To Trustmentioning

confidence: 99%

Gaining trust as well as respect in communicating to motivated audiences about science topics

Fiske

Dupree

2014

Proc. Natl. Acad. Sci. U.S.A.

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364

291

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Expertise is a prerequisite for communicator credibility, entailing the knowledge and ability to be accurate. Trust also is essential to communicator credibility. Audiences view trustworthiness as the motivation to be truthful. Identifying whom to trust follows systematic principles. People decide quickly another’s apparent intent: Who is friend or foe, on their side or not, or a cooperator or competitor. Those seemingly on their side are deemed warm (friendly, trustworthy). People then decide whether the other is competent to enact those intents. Perception of scientists, like other social perceptions, involves inferring both their apparent intent (warmth) and capability (competence). To illustrate, we polled adults online about typical American jobs, rated as American society views them, on warmth and competence dimensions, as well as relevant emotions. Ambivalently perceived high-competence but low-warmth, “envied” professions included lawyers, chief executive officers, engineers, accountants, scientists, and researchers. Being seen as competent but cold might not seem problematic until one recalls that communicator credibility requires not just status and expertise but also trustworthiness (warmth). Other research indicates the risk from being enviable. Turning to a case study of scientific communication, another online sample of adults described public attitudes toward climate scientists specifically. Although distrust is low, the apparent motive to gain research money is distrusted. The literature on climate science communicators agrees that the public trusts impartiality, not persuasive agendas. Overall, communicator credibility needs to address both expertise and trustworthiness. Scientists have earned audiences’ respect, but not necessarily their trust. Discussing, teaching, and sharing information can earn trust to show scientists’ trustworthy intentions.

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Section: Identifying Whom To Trustmentioning

confidence: 99%

Gaining trust as well as respect in communicating to motivated audiences about science topics

Fiske

Dupree

2014

Proc. Natl. Acad. Sci. U.S.A.

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364

291

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“…First, it can be scaled beyond the individual. Since brands are recognized as being intentional agents (Kervyn, Fiske, & Malone, 2012), the DAS²-theory can be applied to those entities as well. These naturally include traditional brand holders, such as commercial brands, but also political entities (e.g.…”

Section: Resultsmentioning

confidence: 99%

DAS²-Theory of Personality: A Cognitive Approach to the Enneagram

Schwarz¹,

Zarrabi²

2017

PSYCH

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The Enneagram is a typology of personality that scopes at the level of ego-personality. Despite the vast amount of attention, it has accumulated since its modern emergence in the 20th century from the Sufi tradition, it is still in need of grounding into current scientific work to disperse some of its much criticized mystical language. The DAS²-theory aims at reconstructing the Enneagram based on cognitive concepts by first establishing the Dynamic Social Field Theory (DSoFT) that expands the Bourdieusian concept of social fields (Bourdieu, 1984), and then proposing the ethological trilogy of Dominance, Aversion, Submission (the DAS-triad)-three distinct stances towards power that have evolved under the pressure of violence, as described by Lorenz (1998). DSoFT posits that the mind is constantly challenged to find the social field that most appeals to the ego in order to react to people and events. To this end-described by using the Buddhist concept of Monkey Mind-the mind jumps from scenario to scenario (field to field) creating micro-contests until it finds a proper reframing of the challenge where it can have a strategy that appeals to the ego. To understand how a DAS-type is formed, three iterative levels have to be built. At the bottom is the DAS-triad, or stances. Because each stance can be applied from a position of superiority or inferiority-that the mind evaluates from the field's rules-, each of the three stances can branch into two styles, yielding six potential DAS-styles. DAS-styles explain behaviors clearly, distinctly, and ethologically, and form the basis for the application of the DAS²-theory. Lastly, a DAS-type is the selection of a style from the superior triad, as well as one from the inferior triad. Therefore nine types are possible, which correspond to the nine Enneatypes. The DAS²-theory typology can be applied to interpret not only the individuals but also the supra-individual entities' behaviors without having to resort to metaphors that vaguely describe intentions and actions. It offers new innovative ways to analyze political events, power scenarios, market perception of brands, and other

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“…Eckes (2002), for instance, found that 'businessman' and 'businesswoman' types are perceived as 'envious' , whereas the 'housewife' type is viewed as 'paternalistic' . They have also been shown to apply to consumer context (Kervyn, Fiske, & Malone, 2012;Zawisza & Pittard, 2015).…”

Section: Theorizing Stereotypes: Moving Towards the Stereotype Contenmentioning

confidence: 99%

Does it pay to break male gender stereotypes in advertising? A comparison of advertisement effectiveness between the United Kingdom, Poland and South Africa

Zawisza

Luyt

Zawadzka

et al. 2016

Journal of Gender Studies

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Advertisers shy away from using non-traditional (vs. traditional) male gender portrayals even though theory suggests they may be more effective cross-nationally. Two main hypotheses were tested cross-nationally for the first time. H1: 'paternalistic' male stereotypes (e.g. Househusband) would be more effective than 'envious' male stereotypes (e.g. Businessman) across countries confirming the stereotype content model (SCM). H2: the match between initial male gender role attitudes and advertisement type would increase advertisement effectiveness only in countries with relatively low egalitarian norms (i.e. Poland and South Africa). A cross-national study was conducted through the use of student samples following a 3(country: United Kingdom, Poland and South Africa) × 2(advertisement type) × (gender attitude) mixed design (N = 373). A three-way multivariate analysis of variance showed support for H1 and partial support for H2 (i.e. the second hypothesis held on purchase intent and for South Africa). The study provides evidence for the cross-national applicability of the SCM to advertising and the limited predictive value of gender attitudes for purchase intent depending on country. Thus, contrary to mainstream advertising practices, breaking male gender stereotypes does appear to pay cross-nationally. Theoretical and practical implications alongside the potential for change in practices are discussed

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Brands as intentional agents framework: How perceived intentions and ability can map brand perception

Cited by 482 publications

References 40 publications

Gaining trust as well as respect in communicating to motivated audiences about science topics

Gaining trust as well as respect in communicating to motivated audiences about science topics

DAS²-Theory of Personality: A Cognitive Approach to the Enneagram

Does it pay to break male gender stereotypes in advertising? A comparison of advertisement effectiveness between the United Kingdom, Poland and South Africa

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Brands as intentional agents framework: How perceived intentions and ability can map brand perception

Cited by 482 publications

References 40 publications

Gaining trust as well as respect in communicating to motivated audiences about science topics

Gaining trust as well as respect in communicating to motivated audiences about science topics

DAS&#178;-Theory of Personality: A Cognitive Approach to the Enneagram

Does it pay to break male gender stereotypes in advertising? A comparison of advertisement effectiveness between the United Kingdom, Poland and South Africa

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Product

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DAS²-Theory of Personality: A Cognitive Approach to the Enneagram