When do warmth and competence sell best? The “golden quadrant” shifts as a function of congruity with the product type, targets’ individual differences, and advertising appeal type

Zawisza, Magdalena and Pittard, Chelsea (2016) When do warmth and competence sell best? The “golden quadrant” shifts as a function of congruity with the product type, targets’ individual differences, and advertising appeal type. Basic and Applied Social Psychology, 37 (2). pp. 131-141. ISSN 1532-4834

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Official URL: https://doi.org/10.1080/01973533.2015.1015130

Abstract

Three experiments reported here uniquely test the effectiveness of warm versus competent advertising strategy as a function of congruence with other elements of the advertising context. These are product involvement (Experiment 1, n = 96), consumers’ smartphone anxiety (Experiment 2, n = 60), or self-versus other-profitability (Experiment 3, n = 100). As expected, the “golden quadrant” (optimum warmth and competence for advertising effectiveness) does shift: Competence is more important for high-involving products, but warmth wins for highly anxious participants or when the highly involving service is accompanied by people-focused appeals. An expansion of the stereotype content model is discussed in the context of the congruity principle.

Item Type: Journal Article
Faculty: ARCHIVED Faculty of Science & Technology (until September 2018)
Depositing User: Repository Admin
Date Deposited: 01 Feb 2016 15:11
Last Modified: 14 Nov 2019 16:12
URI: http://arro.anglia.ac.uk/id/eprint/595394

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