Magdalena Zawisza

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

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.

Does it pay to break male gender stereotypes in advertising? A comparison of advertisement effectiveness between the United Kingdom, Poland and South Africa

Abstract Advertisers shy away from using non-traditional (vs. traditional) male gender portrayals even though theory suggests they may be more effective cross-nationally. Two main hypotheses were tested cross-nationally for the first time. H1: ‘paternalistic’ male stereotypes (e.g. Househusband) would be more effective than ‘envious’ male stereotypes (e.g. Businessman) across countries confirming the stereotype content model (SCM). H2: the match between initial male gender role attitudes and advertisement type would increase advertisement effectiveness only in countries with relatively low egalitarian norms (i.e. Poland and South Africa). A cross-national study was conducted through the use of student samples following a 3(country: United Kingdom, Poland and South Africa) × 2(advertisement type) × (gender attitude) mixed design (N = 373). A three-way multivariate analysis of variance showed support for H1 and partial support for H2 (i.e. the second hypothesis held on purchase intent and for South Africa). The study provides evidence for the cross-national applicability of the SCM to advertising and the limited predictive value of gender attitudes for purchase intent depending on country. Thus, contrary to mainstream advertising practices, breaking male gender stereotypes does appear to pay cross-nationally. Theoretical and practical implications alongside the potential for change in practices are discussed.

Effects of Aging Stereotype Threat on Working Self-Concepts: An Event-Related Potentials Approach

Although the influence of stereotype threat (ST) on working self-concepts has been highlighted in recent years, its neural underpinnings are unclear. Notably, the aging ST, which largely influences older adults’ cognitive ability, mental and physical health, did not receive much attention. In order to investigate these issues, electroencephalogram (EEG) data were obtained from older adults during a modified Stroop task using neutral words, positive and negative self-concept words in aging ST vs. neutral control conditions. Results showed longer reaction times (RTs) for identifying colors of words under the aging ST compared to the neutral condition. More importantly, the negative self-concept elicited more positive late P300 amplitudes and enhanced theta band activities compared to the positive self-concept or neutral words under the aging ST condition, whereas no difference was found between these self-concepts and neutral words in the control condition. Furthermore, the aging ST induced smaller theta band synchronization and enhanced alpha band synchronization compared to the control condition. Moreover, we also observed valence differences in self-concepts where the negative self-concept words reduced early P150/N170 complex relative to neutral words. These findings suggest that priming ST could activate negative self-concepts as current working self-concept, and that this influence occurred during a late neural time course.

Applying universal dimensions of social perception to consumer context

In 2010, the year of its 100th anniversary, BP experienced serious troubles: The explosion at its Deepwater Horizon platform resulted in some estimated 200 million gallons of oil spilling over the Gulf of Mexico. The initial attitude of finger pointing and downplaying the problem seriously dented the brand image of this leading oil company. The brand was seen as neither caring (to its consumers and the environment) nor competent (in managing its technology and the disaster itself; Kervyn, Chan, Malone, Korpusik, & Ybarra, 2014). Following the disaster, sales and brand loyalty dropped to 40 per cent below those of Shell (Malone & Fiske, 2013). The BP example illustrates the importance of two dimensions of social perception within a consumer context: warmth and competence. This chapter will first introduce these dimensions alongside related social psychological theories, e.g., Stereotype Content Model (SCM; Fiske, Cuddy, Glick, & Xu, 2002) and its extension (Behaviours form Intergroup Affect and Stereotypes – the BIAS Map; Cuddy, Fiske, & Glick, 2007). In doing so, it will also discuss the issue of primacy of warmth over competence in human perception alongside a competing model, the Double Interest Account (DIA; Wojciszke & Abele, 2008). Having set the scene, the chapter will then move on to overview and evaluate the attempts made to apply the SCM model to brand perception: the BIAF model (Brands as Intentional Agents Framework; Kervyn, Fiske, & Malone, 2012). Furthermore, the chapter will identify the contradictions that have already emerged from the very recent empirical literature. This will provide background to the main argument of the chapter: that such contradictions do not necessary undermine the SCM/BIAF model – instead they point to the need for extending the model by incorporating a relevance principle (Zawisza & Pittard, 2015). Within this chapter the following two key questions will be discussed: To what extent do the universal dimensions of social perception apply to perception of brands? and Does the importance of warmth and competence differ depending on variables present in consumer context but absent in social perception of humans? The chapter will end by discussing directions for future research and practical implications.