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The warmth and competence dimensions: experimental validation in the context of crowdfunding

; ; (). The warmth and competence dimensions: experimental validation in the context of crowdfunding. Academy of Marketing - Annual Conference & Doctoral Colloquium, Newcastle, 04.-07. July Peer reviewed.

The Stereotype Content Model postulates that individuals appraise other individuals primarily in terms of their warmth and competence (Fiske, Cuddy & Glick, 2007; Fiske et al., 2002). Two groups of authors suggest that this idea translates into corporate practice with very interesting findings for a company’s people and brands. First, Casciaro and Sousa-Lobo (2005) propose, that people within organizations prefer to work with ‘lovable stars’ (warm and competent) and they avoid ‘competent jerks’ (competent but not warm/likeable). Second, Aaker, Garbinsky, and Vohs (2012) demonstrated that consumers admire brands that are in the ‘golden quadrant’ (highly competent and very warm). ‘Forprofit’-companies and brands are often in the quadrant ‘high competence, low warmth’ and, in consequence, enjoy much less admiration and consumer’s intention to purchase is lower (Aaker, Vohs & Mogilner, 2010).

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