Compensation between warmth and competence : antecedents and consequences of a negative relation between the two fundamental dimensions of social perception

Our research focuses on the negative relationship between the two fundamental dimensions of social perception, warmth and competence. Specifically, we examine antecedents and consequences of what has been called the compensation effect, i.e., perceivers? tendency to differentiate two social targets in a comparative context on the two fundamental dimensions by contrasting them in a compensatory direction. In order to present our theoretical background and highlight the relevance of our empirical research, the first chapter of this theoretical part reviews the research that has identified competence and warmth as the two fundamental dimensions of social perception, and the second chapter reviews how these two dimensions have been used in social psychology. In the third chapter, we review the work that has concentrated on the properties of these two dimensions. And in the fourth and final theoretical chapter, we present recent research that has tested the compensation effect empirically and that constitutes the starting point of the present endeavor. In the experimental part, our ambition has been to get a better understanding of the compensation effect. In Chapter 5, we identify a necessary condition of the emergence of a compensation effect, namely that it is observed on the two fundamental dimensions of social perception, not on any given pair of dimensions. In three experiments we first replicate the compensation effect on the two fundamental dimensions, then we show that if the unmanipulated dimension is not one of the two fundamental dimensions, then a halo effect is observed when a compensation effect would have been observed with the fundamental dimensions. In Chapter 6, we show how the compensation effect affects social perception beyond impression formation. We do so by showing a compensation effect on indirect measures. In the Chapter 7 we test two original predictions based on the compensation effect. First we predict and find that context can affect the ratings of a specific group in a compensatory way. And we show that the compensation effect can be found on mean ratings, and at the correlational level. Second we predict and show that the compensation effect will lead to more differenciated judgments of groups that have a compensatory profile than those that have a halo profile. This is a doctoral thesis based on a series of articles. Therefore we ask the reader to understand that there will be redundancies in the five theoretical introductions of the articles and a number of cross references.(PSY 3) -- UCL, 200

Perception des marques selon leur comportement environnementalement (ir)responsable

Depuis une marée noire jusqu’aux méthodes de production alimentaire, nous avons examiné comment la façon de communiquer à propos des pratiques environnementales des marques influence la perception et le comportement des consommateurs. Notre postulat de base est que les processus de perception des communications marketing sont largement similaires à ceux qui s’appliquent aux communications interpersonnelles. Cela peut paraître étonnant étant donné que les communications marketing proviennent de concepts abstraits que sont les marques. Mais notons qu’étymologiquement, « branding », c’est‑à‑dire « poser sa marque », vient du marquage du bétail au fer rouge par leur éleveur. Les bêtes portent littéralement la marque de leur éleveur, ce qui permet aux acheteurs potentiels de savoir qui les a élevées et donc, d’appliquer leur perception de l’éleveur (perception interpersonnelle) à la perception du « produit » (perception marketing). La marque crée le lien entre producteur et consommateur. D’autre part, les recherches sur l’anthropomorphisme ont montré que les gens n’ont pas de mal à attribuer des caractéristiques humaines à des objets concrets ou abstraits tels que les marques (Delbaere, McQuarrie et Phillips, 2011). perception de l’éleveur (perception interpersonnelle) à la perception du « produit » (perception marketing). La marque crée le lien entre producteur et consommateur. D’autre part, les recherches sur l’anthropomorphisme ont montré que les gens n’ont pas de mal à attribuer des caractéristiques humaines à des objets concrets ou abstraits tels que les marques (Delbaere, McQuarrie et Phillips, 2011)

Cara Pils, a brand despite itself

Synopsis: Cara Pils is the private label beer brand of Colruyt, the biggest supermarket retailer in Belgium. As a true private label brand, Cara Pils has never been advertised. In 2015, Colruyt undertook an initiative to reposition its numerous private label brands under two larger private label brands. Unexpectedly, customers were incensed by this initiative, came out in droves and took the matter to social media hoping to lament the demise of their beloved brand. This case study investigates the roots of this strong brand attachment and the consequences for its brand management. Research methodology: This case is built on primary (one in-depth interview and two focus group) as well as secondary data sources (previous research and web information). Relevant courses and levels: This case is designed to be used in a marketing management or brand strategy course for students that already followed an introduction to marketing course or for students at a master level. Theoretical bases: This case should provide the basis of discussions on the topics of brand management, private-label brands, repositioning strategy, brand portfolio management, brand architecture, brand equity, brand elements, brand nostalgia, and consumers’ relationships with brands

Forecasting the primary dimension of social perception: Symbolic and realistic threats together predict warmth in the stereotype content model

The Stereotype Content Model (SCM) posits two fundamental dimensions of intergroup perception, warmth and competence, predicted by socio-structural dimensions of competition and status, respectively. However, the SCM has been challenged on claiming perceived competition as the socio-structural dimension that predicts perceived warmth. The current research improves by broadening warmth’s predictor (competition) to include both realistic and symbolic threat from Integrated Threat Theory (Study 1). We also measure two components of the warmth dimension: sociability and morality. Study 2 tests new items to measure both threat and warmth. The new threat items significantly improve prediction of warmth, compared with standard SCM items. Morality and sociability correlate highly and do not differ much in their predictability by competition/threat

Brands as intentional agents framework: How perceived intentions and ability can map brand perception

Building on the Stereotype Content Model, this paper introduces and tests the Brands as Intentional Agents Framework. A growing body of research suggests that consumers have relationships with brands that resemble relations between people. We propose that consumers perceive brands in the same way they perceive people. This approach allows us to explore how social perception theories and processes can predict brand purchase interest and loyalty. Brands as Intentional Agents Framework is based on a well-established social perception approach: the Stereotype Content Model. Two studies support the Brands as Intentional Agents Framework prediction that consumers assess a brand's perceived intentions and ability and that these perceptions elicit distinct emotions and drive differential brand behaviors. The research shows that human social interaction relationships translate to consumer–brand interactions in ways that are useful to inform brand positioning and brand communications

Brands as intentional agents: Our response to commentaries

We are grateful for the stimulating and hospitable welcome to us as guests in consumer psychology. As sojourners, we share a keen interest, but know that we come to visit without knowing the territory intimately. Granted, Chris Malone is an experienced, senior marketing practitioner who now owns a research-based consulting firm with a particular interest and specialization in this area. In addition, Nicolas Kervyn, trained as an experimental social psychologist, has worked and consulted in marketing. Susan Fiske, trained as an experimental social psychologist, had kibitzed in consumer psychology since she first served on the JCP board as an assistant professor. However, none of us has imperialist ambitions in consumer psychology. We are happy nonetheless to offer our framework as what seems to us a potentially useful complement to prior and ongoing related work. These exceptionally thoughtful commentaries broaden and inform our framework ( Kervyn, Fiske, & Malone, 2012–this issue). In return, we offer some responses regarding our own view of the Brands as Intentional Agents Framework (BIAF), its parent, the Stereotype Content Model (SCM), and relationships with the commentators’ own contributions

De l'identité nationaliste

Que peuvent nous dire des psychologues sociaux belges sur l’identité de la France ? « Romanciers, journalistes, philosophes, sociologues, historiens, géographes, essayistes se sont déjà préoccupés de l’identité nationale française. Paradoxalement, les psychologues, et notamment les psychologues sociaux, sont restés cois. L'« identité » est pourtant un des concepts le plus fréquemment utilisés dans notre spécialité, qui étudie les relations entre groupes. » Or ce sentiment d'appartenance à une nation peut être vécu de différentes façons. Depuis 2007, l'expression "identité nationale" a repris toute sa vigueur dans les débats publics et les passions françaises, jusqu’à s’endurcir et devenir chez certains intellectuels, publicistes et politiques français, un hymne à l’identité nationaliste. Ce livre a pour objectif de montrer la différence entre l’identité nationale et l’identité nationaliste, comment cette dernière mène au racisme et à un cercle vicieux de tensions sociales et explore les pistes qui permettraient d'en sortir, pour un mieux-vivre ensemble

The innuendo effect: Hearing the positive but inferring the negative

Speakers can convey mixed impressions by providing only positive information. As a series of studies shows, when communicators omit information on a salient, relevant dimension of social perception, listeners make negative inferences about the target on that omitted dimension, despite directly receiving only positive information on another dimension (Studies 1 and 2a). These negative inferences mediated the effect of the innuendo manipulation on judgments about the target person's suitability for inclusion in one's group. Simulating communication, Study 2b participants read Study 2a's descriptions and showed this innuendo effect is stronger for descriptions of female as opposed to male targets in an academic domain. We discuss implications of innuendo for the communication and perpetuation of mixed impressions and their prevalence in descriptions of subordinate group members

Not All Disasters are Equal in the Public's Eye: The Negativity Effect on Warmth in Brand Perception.

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