Zawisza Pittard_2015_When W C sell_ARROpost.pdf (621.95 kB)
Download fileWhen 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
journal contribution
posted on 2023-08-30, 14:13 authored by Magdalena Zawisza, Chelsea PittardThree 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.
History
Refereed
- Yes
Volume
37Issue number
2Page range
131-141Publication title
Basic and Applied Social PsychologyISSN
1532-4834External DOI
Publisher
Taylor & FrancisFile version
- Accepted version
Language
- eng