Not All Disasters are Equal in the Public's Eye: The Negativity Effect on Warmth in Brand Perception.
(2012) Branding: A Research Symposium — Location: Grenoble (14.June.2012)
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- Abstract
- Warmth and competence are fundamental dimensions used to characterize people, animals, and even corporations. Based on observations from a preliminary survey (Study 1) on the impact of scandals on several brands, we predicted that an organization that caused a disaster would be judged more harshly if its warmth rather than competence reputation was called into question. Study 1 surveyed a nationally representative sample of American adults and results showed that not all scandals had the same consequences on the perception of warmth, competence, and on consumer attitudes. Study 2 suggested that framing the cause of a local environmental disaster in terms of low warmth resulted in harsher judgements toward the responsible organization than framing the cause related to incompetence. Study 3 found that a warmth frame for post-disaster clean-up was ineffective compared to a competence frame. These results suggested that warmth and competence shape perceivers’ blame attribution following a corporate or organizational disaster.
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Kervyn de Meerendré, N. (2012). Not All Disasters are Equal in the Public’s Eye: The Negativity Effect on Warmth in Brand Perception. Branding: A Research Symposium, Grenoble. https://hdl.handle.net/2078.5/194057