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Understanding Social Perception and Its Application to Brands

Explore the models of social perception and how they can be applied to brand perception. Discover the fundamental dimensions of warmth and competence and their impact on consumer behavior towards brands.

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Understanding Social Perception and Its Application to Brands

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  1. Do consumers perceive brands like they perceive people ? Models of social perceptions and how they can be applied to brands Nicolas Kervyn

  2. Two fundamental dimensions of social perception Warmth Warm Incompetent Warm Competent Competence Cold Incompetent Cold Competent Fiske et al., 2002

  3. Fundamental Dimensions ?

  4. Fundamental Dimensions ? • US national representative sample • >36 countries (Cuddy et al., 2007) • Person perception (Russel & Fiske, 2006) • Co-workers perception (Casciaro, 2007) Lovable Star Lovable Fools Warmth Competence Competent Jerks Incompetent Jerks Casciaro & Lobo, 2005

  5. Harris & Fiske, 2006

  6. Medial Prefrontal Cortex • Social cognition • Theory of mind • Social affect mPFC Harris & Fiske, 2006

  7. Medial Prefrontal Cortex Warmth Competence Harris & Fiske, 2006

  8. Mapping Social Perception Mapping Social Networks

  9. Touchgraph, Facebook

  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. Kervyn, Yzerbyt, & Fiske, 2011

  19. Two dimensions of social perception Brand Perception Kervyn, Malone, & Fiske, 2011

  20. Kervyn, Malone, & Fiske, 2011

  21. Warmth  Intentions Competence  Ability Kervyn, Malone, & Fiske, 2011

  22. Brand Perception Popular Brands PaternalizedBrands Kervyn, Malone, & Fiske, 2011

  23. Two fundamental dimensions of social perception Kervyn, Malone, & Fiske, 2011

  24. Two fundamental dimensions of social perception Kervyn, Malone, & Fiske, 2011

  25. Two fundamental dimensions of social perception Kervyn, Malone, & Fiske, 2011

  26. Elicited emotions Admiration Pity Envy Contempt Kervyn, Malone, & Fiske, 2011

  27. Behavioral intentions Purchase intentions Intentions Kervyn, Malone, & Fiske, 2011

  28. Behavioral intentions Loyalty Intentions Kervyn, Malone, & Fiske, 2011

  29. Behavioral intentions Purchase intentions Ability Kervyn, Malone, & Fiske, 2011

  30. Behavioral intentions Loyalty Ability Kervyn, Malone, & Fiske, 2011

  31. Behavioral intentions Purchase intentions Admiration Kervyn, Malone, & Fiske, 2011

  32. Behavioral intentions Loyalty Admiration Kervyn, Malone, & Fiske, 2011

  33. Conclusion • Ability & Intentions can be used to model social perception • Intentions & Admiration are the best predictors of behavior intentions Casciaro & Lobo, 2005

  34. Thank you Nicolas Kervyn

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