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1 – 10 of over 4000Kate Hawks, Karen A. Hegtvedt and Cathryn Johnson
We examine how authorities' use of fair decision-making procedures and power benevolently shape workers' impressions of them as competent and warm, which serve as a mechanism…
Abstract
Purpose
We examine how authorities' use of fair decision-making procedures and power benevolently shape workers' impressions of them as competent and warm, which serve as a mechanism whereby authorities' behaviors shape workers' emotional responses. We investigate how the role of these impressions differs depending on authority gender and consider whether emotional responses differ for male and female subordinates.
Design/Methodology
We conducted a between-subjects experimental vignette study in which we manipulate an authority's behaviors and gender. We use multigroup mediation analysis to test our predictions.
Findings
Authorities who employ procedural justice and benevolent power elicit reports of heightened positive emotion experiences and intended displays and reports of reduced negative emotion experiences and intended displays. These behaviors also enhance views of authorities as competent and warm. The mediating role of impressions differs by authority gender. Authority behaviors prompt reports of positive emotions through conveying impressions that align with authorities' gender stereotypes (competence for men, warmth for women). In contrast, warmth impressions mediate effects of behaviors on reported negative emotions when authorities are men, whereas when authorities are women, benevolent power use directly reduces reported negative experience, and procedural justice reduces negative display. Female respondents are more likely to report positive emotion experience and display toward male authorities and negative display toward female authorities.
Originality
By examining competence and warmth impressions as mechanisms, we gain insight into how the process by which authority behaviors affect worker emotions is gendered and shed light on micro-level dynamics contributing to gender inequality at work.
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Ka Wing Chan, Felix Septianto, Junbum Kwon and Revathi Sridhar Kamal
This paper aims to theorize and investigate the use of effective color features in artificial intelligence (AI) influencers, an emerging marketing trend in the social media…
Abstract
Purpose
This paper aims to theorize and investigate the use of effective color features in artificial intelligence (AI) influencers, an emerging marketing trend in the social media context.
Design/methodology/approach
By analyzing 6,132 pictures posted by ten AI influencers on Instagram, this paper examines the effect of warm colors in AI influencers’ social media posts on consumer responses, and how other color features may moderate the effect of warm color. In addition, two experimental studies reveal the underlying process driving the effect of warm color.
Findings
Warmer color generated more favorable consumer responses, with brightness significantly moderating the relationship between warm color and favorable consumer responses. Moreover, the results of the experiments establish that perceived warmth and emotional trust mediate the causal effect of warm colors on consumer responses.
Research limitations/implications
There is still little understanding about consumer perceptions of AI influencers and their acceptance of AI influencers’ product recommendations. As such, this research offers theoretical understanding of the color features influencing the effectiveness of recommendations by AI influencers.
Practical implications
Brands have started deploying AI influencers as their brand ambassadors to make product recommendations, representing a new wave of advertising on social media. The findings will thus benefit marketers in developing effective product recommendations using AI influencers.
Originality/value
The present research provides a novel understanding of how visual features, such as color can influence the effectiveness of AI influencers.
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Xiaoling Guo, Hao Liu and Yicong Zhang
The aim of this research is to examine the application of the stereotype content model (SCM) in the field of marketing from macro (the country of origin), meso- (corporate image…
Abstract
Purpose
The aim of this research is to examine the application of the stereotype content model (SCM) in the field of marketing from macro (the country of origin), meso- (corporate image) and micro (service providers, brands, advertising and promotions) levels.
Design/methodology/approach
This paper collects, reviews and summarizes the relevant literature, and prospects future research directions from three levels on this research topic.
Findings
First, the authors contend that competence primacy popularizes in the early work but warmth becomes more influential recently. Second, they identify and discuss two doubts of the SCM in marketing, namely the moral dimension and the link between brands as intentional agents framework (BIAF) and the brand personality theory. Finally, they suggest several research avenues for the use of SCM in marketing research, including research on nation branding, emerging global brands and Confucianist cultures at macro level, artificial intelligence and warmth-as-competence strategy at meso-level, and brand personality and the brand animal logo at micro level.
Originality/value
As an established framework in social psychology, the SCM has been increasingly applied in marketing research and a literature review in this light appears timely. This paper conducts for the first time a comprehensive review of the SCM in the marketing field on three levels, projects promising research directions, and thus contributes to the academia of marketing.
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Ron G. Christian, Samer N. Sarofim, Brian S. Gordon and Piotr S. Bobkowski
The purpose of this paper is to examine how exposure to a cause-related marketing (CRM) initiative involving sport teams affects attitude formation for the team and its…
Abstract
Purpose
The purpose of this paper is to examine how exposure to a cause-related marketing (CRM) initiative involving sport teams affects attitude formation for the team and its amplification of purchase intention for team-branded merchandise. Specifically, this paper assessed the role of distinct measures (warmth, brand attitude, admiration and success) on purchase intention.
Design/methodology/approach
The hypothesized model was tested using a 2 (promotion: CRM vs non-CRM) × 2 (team: successful vs unsuccessful) between-subjects design. Following MANCOVA analysis, the moderating effect of success was explored within the sequential moderated mediation model where perceived warmth and brand attitude explicated the effect of CRM exposure on purchase intention.
Findings
The results of this paper suggest that a “Warmth Effect” played a prominent role in shaping consumer perception for sports teams when partnered with a non-profit brand in a CRM appeal. Perceived team success was revealed as moderator, while warmth, brand attitude served as serial mediators on purchase intention.
Research limitations/implications
This paper provides evidence-based insights to sport marketers to leverage CRM strategy in strengthening brand-related outcomes. Sport marketers may find the CRM strategy useful for engaging “casual” fans. Further analysis is needed to determine the generalizability of this consumer response to CRM in other product domains.
Practical implications
Practical implications include leveraging CRM strategy to strengthen brand-related outcomes (i.e. perceived warmth, brand attitude and purchase intention), while also being mindful of the timing of CRM initiatives to optimize engagement. Sport marketers may find the CRM strategy useful for engaging “casual” fans.
Originality/value
This paper lends clarity to brand attitude formation in the context of CRM. The findings of this paper demonstrate the influence of perceived warmth, brand attitude and success on purchase intention.
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Alexander Jakubanecs, Magne Supphellen, James G. Helgeson, Hege Mathea Haugen and Njål Sivertstøl
This study aims to focus on an interplay of brand stereotypes (Brands as Intentional Agents Framework [BIAF]) with an aspect of culture and its impact on behavioral intentions in…
Abstract
Purpose
This study aims to focus on an interplay of brand stereotypes (Brands as Intentional Agents Framework [BIAF]) with an aspect of culture and its impact on behavioral intentions in an individualist culture (Norway) and a collectivist culture (Thailand).
Design/methodology/approach
This study incorporates a survey conducted in two cultures (Norway: N = 177 and Thailand: N = 288).
Findings
In both cultures, competence had a stronger effect on purchase intentions toward a brand than warmth. There was a stronger effect on brand purchase intentions of competence found for an individualist versus a collectivist culture, and we found a stronger effect of warmth on purchase intentions in a collectivist versus an individualist culture. The direct joint effect of warmth and competence on purchase intentions was brand-specific in Norway. Admiration mediated this joint effect in the collectivist but not in the individualist culture.
Research limitations/implications
This study’s results point to cross-cultural variability of some of the effects of brand perceptions on behavioral intentions.
Practical implications
These findings suggest that international brand managers should consider both the cultural universality and the cultural variability of BIAF.
Originality/value
Despite extensive research on BIAF, studies on brand perceptions from the cross-cultural perspective are few. This investigation sheds some light on the differential effects of the framework across a collectivist and an individualist culture.
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This study aims to examine humans’ reactions to service robots’ display of warmth in robot-to-robot interactions – a setting in which humans’ impressions of a service robot will…
Abstract
Purpose
This study aims to examine humans’ reactions to service robots’ display of warmth in robot-to-robot interactions – a setting in which humans’ impressions of a service robot will not only be based on what this robot does in relation to humans, but also on what it does to other robots.
Design/methodology/approach
Service robot display of warmth was manipulated in an experimental setting in such a way that a service robot A expressed low versus high levels of warmth in relation to another service robot B.
Findings
The results indicate that a high level of warmth expressed by robot A vis-à-vis robot B boosted humans’ overall evaluations of A, and that this influence was mediated by the perceived humanness and the perceived happiness of A.
Originality/value
Numerous studies have examined humans’ reactions when they interact with a service robot or other synthetic agents that provide service. Future service encounters, however, will comprise also multi-robot systems, which means that there will be many opportunities for humans to be exposed to robot-to-robot interactions. Yet, this setting has hitherto rarely been examined in the service literature.
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Adamantios Diamantopoulos, Ilona Szőcs, Arnd Florack, Živa Kolbl and Martin Egger
Drawing on the stereotype content model (SCM), the authors investigate the stereotype content transfer (in terms of warmth and competence) from country to brand and the…
Abstract
Purpose
Drawing on the stereotype content model (SCM), the authors investigate the stereotype content transfer (in terms of warmth and competence) from country to brand and the simultaneous impact of these two stereotypes on consumer responses toward brands.
Design/methodology/approach
The authors test a structural equation model conceptualizing brand stereotypes as full mediators between country stereotypes and consumer outcomes. In addition, in a moderated mediation analysis, the authors investigate the role of brand typicality and utilitarianism/hedonism in potentially moderating the country to brand stereotype content transfer.
Findings
Country warmth and competence, respectively, impact brand warmth and competence, thus confirming the hypothesized stereotype content transfer. This transfer is found to be robust and not contingent on brands' perceived typicality of their country of origin. However, brands' utilitarian nature amplifies the positive impact of country competence on brand competence. Finally, brand stereotypes fully mediate the impact of country stereotypes on consumers' brand attitudes and behavioral intentions.
Originality/value
The authors provide the first empirical attempt that (1) explicitly differentiates between consumers' stereotypical perceptions of countries and stereotypical perceptions of brands from these countries, (2) empirically examines the transfer of stereotypical dimensions of different targets (i.e. country to brand), (3) explores boundary conditions for such transfer and (4) simultaneously considers the impact of both kinds of stereotypes on managerially relevant consumer outcomes.
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Models link between employees’ behavior and short‐ and long‐term customer perceptions. Subjects were confronted with five different video taped non‐routine service encounters…
Abstract
Models link between employees’ behavior and short‐ and long‐term customer perceptions. Subjects were confronted with five different video taped non‐routine service encounters (study 1) and eight manipulated routine service encounters (study 2). In study 1, two judges encoded behavior of service employees. With three types of behavior it was possible to explain customers’ feelings of warmth. Warmth also correlated with measures such as likeability, perceived quality and service loyalty. Study 2 used a hotel reception as a setting, and service quality was manipulated in eight different ways. Warmth correlated highly with post‐experience measures, had a dual impact on customer loyalty and increased intention to stay and willingness to pay more for the same service. Service firms should train employees to deal with emotions and to learn empathic behaviors.
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Xiaoyu Wang, Hean Tat Keh and Li Yan
Frontline employees (FLEs) play a pivotal role in service delivery. Beyond their expected in-role behaviors, FLEs often have to perform extra-role behaviors such as providing…
Abstract
Purpose
Frontline employees (FLEs) play a pivotal role in service delivery. Beyond their expected in-role behaviors, FLEs often have to perform extra-role behaviors such as providing additional help to customers. The purpose of this study is to investigate how customers’ power distance belief (PDB) influences their perceptions of FLEs’ warmth and competence when FLEs perform extra-role helping behaviors.
Design/methodology/approach
Four experiments were conducted to test the hypotheses. The first three experiments used a one factor two-level (PDB: low vs high) between-participants design. The fourth one used a 2 (PDB: low vs high) × 2 (firm reputation: low vs high) between-participants design.
Findings
The results indicate that, compared to high-PDB customers, low-PDB customers perceive greater warmth in FLEs’ extra-role helping behaviors but no significant difference in FLEs’ perceived competence. Importantly, these effects are mediated by customer gratitude. Moreover, these effects are moderated by firm reputation such that customers’ perceptions of FLEs’ warmth and competence are both enhanced when the firm has a favorable reputation.
Originality/value
To the best of the authors’ knowledge, the study is the first to identify the differential effects of PDB on customer perceptions of FLEs’ warmth and competence in the context of FLEs’ extra-role helping behaviors and to reveal the mediating role of gratitude. These findings contribute to the literatures on FLEs’ extra-role behaviors and social perceptions of both warmth and competence.
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Aronté Marie Bennett, Chris Malone, Kenyn Cheatham and Naina Saligram
The cultivation and maintenance of a brand is becoming increasingly important as politicians seek to connect with constituents. Through the lens of social cognition and group…
Abstract
Purpose
The cultivation and maintenance of a brand is becoming increasingly important as politicians seek to connect with constituents. Through the lens of social cognition and group dynamics, this paper aims to understand the impact of evaluations of politician brands on voter intentions.
Design/methodology/approach
Three studies utilize the social cognition constructs of warmth and competence from the stereotype content model (SCM) and Brands as Intentional Agents Framework (BIAF) to evaluate the impact of brand perceptions on voting intentions, comparing fit between the models. The first study establishes the impact of these perceptions on existing politicians. The second study replicates these effects while controlling for party affiliation and extraneous factors and explicitly studies politicians as brands. The third study examines the formation of perceptions and assumptions when full information is unavailable.
Findings
Social cognition and group dynamics drive responses to politician brands. The data herein support perceptions of warmth and competence as significant predictors of voting intentions. Dependent upon whether the politician is being evaluated as a brand or a person, BIAF or SCM predicts the dimension that will be most impactful. These patterns persist in the absence of full information. As expected, voting intentions increased significantly when the voter was of the same (vs opposing) party as that of the candidate.
Research limitations/implications
Conducted during an election year, evaluations of politicians are susceptible to the current political climate and the predominantly two party political system in which the studies were conducted. The design of Studies 2 and 3 addresses some of these limitations. Results point toward the interrelated nature of warmth and competence perceptions and the usefulness of applying both BIAF and SCM to understand how voters view politicians and the drivers of voting intentions.
Practical implications
This study evidences the depth to which perceptions of candidates impact voting intent, establishing politicians’ unique position as both brands and people. These findings prove useful in interpreting the outcome of elections this year, and beyond.
Originality/value
Expanding a limited body of existing research, this work contributes to our understanding of the application of SCM within the context of politician brands. As the first concurrent investigation of SCM and BIAF, these findings are of value to political strategists and academics alike. The contribution is augmented by the consideration of the impact of party affiliation and missing information.
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