Social perception of brands using the stereotype
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Presentation given at the 2nd International Consumer Brand Relationships Conference, www.consumer-brand-relationships.org Copyright by Nicolas Kervyn
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Social perception of brands using the stereotype
- 1. Do consumers perceive brands like they perceive people ? Models of social perceptions and how they can be applied to brands Nicolas Kervyn
- 2. Warmth Competence Cold Competent Warm Competent Warm Incompetent Cold Incompetent Two fundamental dimensions of social perception Fiske et al., 2002
- 4. Fundamental Dimensions ? • US national representative sample • >36 countries (Cuddy et al., 2007) • Person perception (Russel & Fiske, 2006) Casciaro & Lobo, 2005 Lovable Fools Incompetent Jerks • Co-workers perception (Casciaro, 2007) Warmth Competence Lovable Star Competent Jerks
- 5. Harris & Fiske, 2006
- 6. mPFC • Social cognition • Theory of mind • Social affect Harris & Fiske, 2006 Medial Prefrontal Cortex
- 7. Warmth Competence Harris & Fiske, 2006 Medial Prefrontal Cortex
- 8. Mapping Social Perception Mapping Social Networks
- 10. Mapping Social Perception Kervyn, Yzerbyt, & Fiske, 2011
- 11. Kervyn, Yzerbyt, & Fiske, 2011
- 12. Kervyn, Yzerbyt, & Fiske, 2011
- 13. Kervyn, Yzerbyt, & Fiske, 2011
- 14. Kervyn, Yzerbyt, & Fiske, 2011
- 15. Kervyn, Yzerbyt, & Fiske, 2011
- 16. Kervyn, Yzerbyt, & Fiske, 2011
- 17. Multidimensional Scaling: 26 2 dimensions Kervyn, Yzerbyt, & Fiske, 2011
- 18. Asians Blacks Blue Collar Catholics Christians Conservatives Criminals Disabled Elderly Gays Goths Hispanics Jews Liberals Middle Class Muslims Nerds Poor Preppies Rednecks Rich Students Teenagers White Collar Whites Women -2 -1.5 -1 -0.5 0 0.5 1 1.5 2 -2 -1.5 -1 -0.5 0 0.5 1 1.5 2 Kervyn, Yzerbyt, & Fiske, 2011
- 19. Asians Blacks Blue Collar Catholics Christians Conservatives Criminals Disabled Elderly Gays Goths Hispanics Jews Liberals Middle Class Muslims Nerds Poor Preppies Rednecks Rich Students Teenagers White Collar Whites Women -2 -1.5 -1 -0.5 0 0.5 1 1.5 2 -2 -1.5 -1 -0.5 0 0.5 1 1.5 2
- 20. Two dimensions of social perception Brand Perception Kervyn, Malone, & Fiske, 2011
- 21. Kervyn, Malone, & Fiske, 2011 Advil BP - July Burger King McDonalds Minute Maid Shell Tropicana Tylenol Campbell's Coca-Cola Hershey's Ford Citibank J&J Mercedes Rolls Royce Rolex Cartier Gucci BP - October Marlboro Exxon Toyota Habitat for Humanity Salvation Army Boys & Girls Clubs Humane Society Disabled Veterans 2.0 2.5 3.0 3.5 4.0 4.5 5.0 2.0 2.5 3.0 3.5 4.0 4.5 5.0 Mean Competence Rating MeanWarmthRating
- 22. Warmth Intentions Competence Ability Kervyn, Malone, & Fiske, 2011
- 23. Brand Perception Kervyn, Malone, & Fiske, 2011 Paternalized Brands Popular Brands
- 24. Two fundamental dimensions of social perception Kervyn, Malone, & Fiske, 2011 Rolex Rolls Royce Porsche Mercedes BP Goldman Sachs Marlboro AIG Hersheys Johnson & Johnson Campbell's Coca-Cola USPS VA Amtrak Public Transport 1 1.5 2 2.5 3 3.5 4 4.5 5 5.5 6 4 4.5 5 5.5 6 6.5 7
- 25. Two fundamental dimensions of social perception Kervyn, Malone, & Fiske, 2011 Rolex Rolls Royce Porsche Mercedes BP Goldman Sachs Marlboro AIG Hersheys Johnson & Johnson Campbell's Coca-Cola USPS VA Amtrak Public Transport 1 1.5 2 2.5 3 3.5 4 4.5 5 5.5 6 4 4.5 5 5.5 6 6.5 7
- 26. Two fundamental dimensions of social perception Kervyn, Malone, & Fiske, 2011 Rolex Rolls Royce Porsche Mercedes BP Goldman Sachs Marlboro AIG Hersheys Johnson & Johnson Campbell's Coca-Cola USPS VA Amtrak Public Transport 1 1.5 2 2.5 3 3.5 4 4.5 5 5.5 6 4 4.5 5 5.5 6 6.5 7
- 27. Elicited emotions Kervyn, Malone, & Fiske, 2011 Rolex Rolls royce Porsche Mercedes BP Goldman Sachs Marlboro AIG Hersheys Johnson & Johnson Campbells Coke USPSVA Amtrak Public transport -4.00 -3.00 -2.00 -1.00 0.00 1.00 2.00 3.00 4.00 -2.00 -1.50 -1.00 -0.50 0.00 0.50 1.00 1.50 2.00 Admiration Envy Contempt Pity
- 28. Behavioral intentions Kervyn, Malone, & Fiske, 2011 Rolex Rolls Royce Porsche Mercedes BP Goldman Sachs Marlboro AIG Hersheys J&J Campbell's Coke USPS VA Amtrak Public Transport 1 1.5 2 2.5 3 3.5 4 4.5 5 1 1.5 2 2.5 3 3.5 4 4.5 5 5.5 6 Intentions Purchaseintentions
- 29. Behavioral intentions Kervyn, Malone, & Fiske, 2011 Rolex Rolls Royce Porsche Mercedes BP Goldman Sachs Marlboro AIG Hersheys J&J Campbell'sCoke USPS VA Amtrak Public Transport 1 1.5 2 2.5 3 3.5 4 4.5 5 1 1.5 2 2.5 3 3.5 4 4.5 5 5.5 6 Intentions Loyalty
- 30. Behavioral intentions Kervyn, Malone, & Fiske, 2011 Rolex Rolls Royce Porsche Mercedes BP Goldman Sachs MarlboroAIG Hersheys J&J Campbell's Coke USPS VA Public Transport Amtrak 1 1.5 2 2.5 3 3.5 4 4.5 5 4 4.5 5 5.5 6 6.5 Ability Purchaseintentions
- 31. Behavioral intentions Kervyn, Malone, & Fiske, 2011 Rolex Rolls Royce Porsche Mercedes AIG Goldman Sachs MarlboroBP Hersheys J&J Campbell's Coke USPS VA Public Transport Amtrak 1 1.5 2 2.5 3 3.5 4 4.5 5 4 4.5 5 5.5 6 6.5 Ability Loyalty
- 32. Behavioral intentions Kervyn, Malone, & Fiske, 2011 Rolex Rolls Royce Porsche Mercedes BP Goldman Sachs Marlboro AIG Hersheys J&J Campbell's Coke USPS VA Amtrak Public Transport 1 1.5 2 2.5 3 3.5 4 4.5 5 5.5 6 1 1.5 2 2.5 3 3.5 4 4.5 5 5.5 Admiration Purchaseintentions
- 33. Behavioral intentions Kervyn, Malone, & Fiske, 2011 Rolex Rolls Royce Porsche Mercedes BP Goldman Sachs Marlboro AIG Hersheys J&J Campbell's Coke USPS VA Amtrak Public Transport 1 1.5 2 2.5 3 3.5 4 4.5 5 1 1.5 2 2.5 3 3.5 4 4.5 5 5.5 Admiration Loyalty
- 34. Conclusion • Ability & Intentions can be used to model social perception • Intentions & Admiration are the best predictors of behavior intentions Casciaro & Lobo, 2005
Editor's Notes
- In fact, this model has also been shown to heavily influence group stereotypes and bias across many cultures. Dr. Susan Fiske at Princeton University has become renowned for her work that shows how different social groups are perceived on warmth and competence, as well as the emotions we tend to have towards people in each quadrant of the model. In the lower left hand corner, we see the stereotypical perception of homeless people and how these perceptions tend to reinforce their isolation. So as a career marketer and student of consumer behavior, I couldn’t help but wonder as I became familiar with this model…
- Two of the most common methods are correlation analysis and regression analysis So without getting too complicated, these charts provide some highlights of what these analyses reveal. The headline was that warmth and competence perceptions seem to be having a very significant impact on both purchase intent and brand loyalty. The first bar chart on the left here shows the average correlation between…. The bar chart on the right shows that warmth and competence perceptions seem to explain and predict fully 50% of brand loyalty, without mentioning a single product feature or benefit. In addition, it shows that despite what consumers said was important, it turns out that warmth dimensions are consistently more influential and predictive of purchase intent and brand loyalty.
- Two of the most common methods are correlation analysis and regression analysis So without getting too complicated, these charts provide some highlights of what these analyses reveal. The headline was that warmth and competence perceptions seem to be having a very significant impact on both purchase intent and brand loyalty. The first bar chart on the left here shows the average correlation between…. The bar chart on the right shows that warmth and competence perceptions seem to explain and predict fully 50% of brand loyalty, without mentioning a single product feature or benefit. In addition, it shows that despite what consumers said was important, it turns out that warmth dimensions are consistently more influential and predictive of purchase intent and brand loyalty.
- Two of the most common methods are correlation analysis and regression analysis So without getting too complicated, these charts provide some highlights of what these analyses reveal. The headline was that warmth and competence perceptions seem to be having a very significant impact on both purchase intent and brand loyalty. The first bar chart on the left here shows the average correlation between…. The bar chart on the right shows that warmth and competence perceptions seem to explain and predict fully 50% of brand loyalty, without mentioning a single product feature or benefit. In addition, it shows that despite what consumers said was important, it turns out that warmth dimensions are consistently more influential and predictive of purchase intent and brand loyalty.
- Two of the most common methods are correlation analysis and regression analysis So without getting too complicated, these charts provide some highlights of what these analyses reveal. The headline was that warmth and competence perceptions seem to be having a very significant impact on both purchase intent and brand loyalty. The first bar chart on the left here shows the average correlation between…. The bar chart on the right shows that warmth and competence perceptions seem to explain and predict fully 50% of brand loyalty, without mentioning a single product feature or benefit. In addition, it shows that despite what consumers said was important, it turns out that warmth dimensions are consistently more influential and predictive of purchase intent and brand loyalty.
- Two of the most common methods are correlation analysis and regression analysis So without getting too complicated, these charts provide some highlights of what these analyses reveal. The headline was that warmth and competence perceptions seem to be having a very significant impact on both purchase intent and brand loyalty. The first bar chart on the left here shows the average correlation between…. The bar chart on the right shows that warmth and competence perceptions seem to explain and predict fully 50% of brand loyalty, without mentioning a single product feature or benefit. In addition, it shows that despite what consumers said was important, it turns out that warmth dimensions are consistently more influential and predictive of purchase intent and brand loyalty.
- Two of the most common methods are correlation analysis and regression analysis So without getting too complicated, these charts provide some highlights of what these analyses reveal. The headline was that warmth and competence perceptions seem to be having a very significant impact on both purchase intent and brand loyalty. The first bar chart on the left here shows the average correlation between…. The bar chart on the right shows that warmth and competence perceptions seem to explain and predict fully 50% of brand loyalty, without mentioning a single product feature or benefit. In addition, it shows that despite what consumers said was important, it turns out that warmth dimensions are consistently more influential and predictive of purchase intent and brand loyalty.