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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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 |
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Faculty: | ARCHIVED Faculty of Science & Technology (until September 2018) |
Depositing User: | Repository Admin |
Date Deposited: | 01 Feb 2016 15:11 |
Last Modified: | 09 Sep 2021 19:00 |
URI: | https://arro.anglia.ac.uk/id/eprint/595394 |
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