Cultivating Admiration in Brands: Warmth, Competence, and Landing in the 'Golden Quadrant'

Aaker, Jennifer; Garbinsky, Emily N.; Vohs, Kathleen D.

doi:10.2139/ssrn.1961808

Cited by 26 publications

(54 citation statements)

References 23 publications

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“…The current study raises a question about how specific the awe effect on money is, as the awe is suggested to be correlated with the emotion of admiration (Aaker, Garbinsky, & Vohs, 2012;Rudd, Vohs, & Aaker, 2012). Admiration is described as 'surprise associated with some pleasure and a sense of approval' , and followers feeling admiration have a desire for proximity towards the source inducing this emotion (i.e., prestigious people), with a self-improvement motivation (Algoe & Haidt, 2009).…”

Section: Discussionmentioning

confidence: 88%

Awe Weakens the Desire for Money

Jiang

Yin

Mei

et al. 2018

Journal of Pacific Rim Psychology

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This research examined whether feeling awe weakens people's desire for money. Two experiments demonstrated that, as a self-transcendent emotion, awe decreased people's money desire. In Experiment 1, recalling a personal experience of awe makes people place less importance on money, compared with recalling an experience of happiness and recalling a neutral experience. In experiment 2, we examined different variants of awe, such as negative awe and non-nature awe. Viewing images that elicited awe, no matter what kind of awe, can induce people to put less effort into obtaining money. Process evidence suggested that awe's weakening of money desire was due to its power to make people transcend their mundane concerns. Our findings have implications for willingness to donate, price sensitivity, religious practices, and economic utilities.

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Section: Discussionmentioning

confidence: 88%

Awe Weakens the Desire for Money

Jiang

Yin

Mei

et al. 2018

Journal of Pacific Rim Psychology

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“…La existencia de una personalidad de marca bien deinida facilita la elección de un producto (Aaker, Garbinsky, & Vohs, 2012).…”

Section: Personalidad De Marcaunclassified

Percepción de la personalidad de marca en artículos deportivos en estudiantes universitarios españoles

González¹,

Burillo²,

Burón³

2018

sportk

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Resumen: Esta investigación analiza el trabajo que realizan las marcas deportivas para estar presentes en la mente del consumidor, midiendo la percepción de la Personalidad de Marca de algunas de las más importantes. Utilizando la versión adaptada al mercado español de la escala de Personalidad de Marca creada por Aaker en 1997, fueron medidas las percepciones de cuatro de las más importantes marcas de material deportivo presentes en el mercado mundial y particularmente en el español -Adidas, Nike, Puma y Decathlon-. El estudio se realizó con una muestra de 424 individuos que mayoritariamente eran practicantes de actividad física y deporte. Se midieron las diferencias existentes en función de si el encuestado practicaba habitualmente deporte, de la edad, del género o de si tenía licencia federativa. Para hacerlo se analizaron las diferencias por medio de la t de Student para muestras independientes entre dos grupos o el análisis de varianza (ANOVA) con prueba post-hoc de Schefé para comparaciones con más de dos grupos. Tener una Personalidad de Marca perfectamente deinida facilita la elección del consumidor, ayudando a la toma de decisiones en un entorno de sobreabundancia de información. Los resultados de nuestro estudio conirman que Adidas y Nike son las que obtienen mejores puntuaciones en todas las Dimensiones de Personalidad de Marca, principalmente entre los más jóve-nes, que son justamente el grupo de edad al que suelen dirigir sus acciones de promoción. Por su parte, Decathlon, destaca por su buena valoración en la dimensión de Tranquilidad, un aspecto que puede resultar atractivo al creciente grupo de nuevos practicantes de actividad física. Palabras clave: Personalidad de marca, Mercado deportivo, Comportamiento del consumidor, Nike, Adidas, Puma, Decathlon.Abstract: his research analyzes the work that sports brands do to be present in the consumer mind, measuring the perception of the Brand Personality of some of the most important ones. Using the adapted version to the Spanish market of Brand Personality Scale created by Aaker in 1997, there were measured the perceptions of four of the most important current brands of sports material on the world market and particularly in the Spanish -Adidas, Nike, Puma and Decathlon-. his study realized with a sample of 424 survey respondents that mostly practiced sports. he study measured the existing diferences according to whether the respondent usually practiced sport, age, gender or if they had federative license. To do these, the diferences were analyzed using Student's t-test for independent samples between two groups or analysis of variance (ANOVA) with Schefé's posthoc test for comparisons with more than two groups. A perfectly deined Brand Personality facilitates the consumer choice in an environment of overabundance of information. he results of study conirm that Adidas and Nike are those who obtain better punctuations in all the Dimensions of Brand Personality, primarily among young people, which are exactly the group of age who is their principal targe...

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“…These two fundamental dimensions combine and generate distinct emotions, including admiration, contempt, envy, and pity [35,36]. Although definitions vary, warmth relates to perceptions of generosity, kindness, sincerity, friendliness, and tolerance, while competence relates to perceptions of confidence, effectiveness, efficiency, independence, capability, intelligence, and competitiveness [35][36][37]39].…”

Section: Stereotype Content Modelmentioning

confidence: 99%

“…The two dimensions of warmth and competence have typically been used in studies judging other people or nations. Because attempts to use these dimensions in brand evaluations are relatively recent, only a limited number of studies exist [39,47]. This study categorizes and examines the concrete effects of four corporate stereotypes of a hypothetical company.…”

Section: Theoretical Implicationsmentioning

confidence: 99%

Impacts of Socially Responsible Corporate Activities on Korean Consumers’ Corporate Evaluations in the Agrifood Industry

et al. 2016

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Abstract:The variety of socially responsible corporate activities employed in the agrifood industry has been broadening. An increasing number of agrifood companies have been employing strategic approaches to socially responsible activities, reinforced by Porter and Kramer's concept of creating shared value (CSV). This study compares the effects on corporate evaluations of two socially responsible corporate activities: philanthropic giving and CSV. Because prior studies concerning the effects of corporate prosocial behaviors on consumer responses have yielded mixed results, the present study examines the effects of a priori perceptions of companies by using corporate stereotypes as moderators. The results show that the type of socially responsible corporate activity (CSV vs. philanthropic giving) does not influence corporate evaluations. However, in cases of CSV (vs. philanthropic giving), consumers evaluate an unwarm but competent company more attractively and place higher value on an incompetent but warm company. This research is important not only for enriching existing literature, but also for providing guidelines to practitioners with respect to selecting appropriate corporate initiatives based on perceived consumer stereotypes.

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Cultivating Admiration in Brands: Warmth, Competence, and Landing in the 'Golden Quadrant'

Cited by 26 publications

References 23 publications

Awe Weakens the Desire for Money

Awe Weakens the Desire for Money

Percepción de la personalidad de marca en artículos deportivos en estudiantes universitarios españoles

Impacts of Socially Responsible Corporate Activities on Korean Consumers’ Corporate Evaluations in the Agrifood Industry

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