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Do consumers perceive brands like they perceive people ?
Models of social perceptions and howthey can be applied to brands
Nicolas Kervyn
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Warm
th
Competence
ColdCompetent
WarmCompetent
WarmIncompetent
ColdIncompetent
Two fundamental dimensions of social perception
Fiske et al., 2002
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Fundamental Dimensions ?
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Fundamental Dimensions ?
• US national representative sample• >36 countries (Cuddy et al., 2007)
• Person perception (Russel & Fiske, 2006)
Casciaro & Lobo, 2005
LovableFools
IncompetentJerks
• Co-workers perception (Casciaro, 2007)
Warm
th
Competence
LovableStar
CompetentJerks
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Harris & Fiske, 2006
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mPFC
• Social cognition• Theory of mind• Social affect
Harris & Fiske, 2006
Medial Prefrontal Cortex
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Warm
th
Competence
Harris & Fiske, 2006
Medial Prefrontal Cortex
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Mapping Social Perception
Mapping Social Networks
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Touchgraph, Facebook
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Mapping Social Perception
Kervyn, Yzerbyt, & Fiske, 2011
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Kervyn, Yzerbyt, & Fiske, 2011
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Kervyn, Yzerbyt, & Fiske, 2011
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Kervyn, Yzerbyt, & Fiske, 2011
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Kervyn, Yzerbyt, & Fiske, 2011
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Kervyn, Yzerbyt, & Fiske, 2011
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Kervyn, Yzerbyt, & Fiske, 2011
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Multidimensional Scaling:
26 2 dimensions
Kervyn, Yzerbyt, & Fiske, 2011
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Asians
Blacks
Blue Collar
Catholics
Christians
ConservativesCriminals
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
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Asians
Blacks
Blue Collar
Catholics
Christians
ConservativesCriminals
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
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Two dimensions of social perception
Brand Perception
Kervyn, Malone, & Fiske, 2011
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Kervyn, Malone, & Fiske, 2011
Advil
BP - July
Burger King
McDonaldsMinute Maid
Shell
Tropicana
Tylenol
Campbell's
Coca-Cola
Hershey's
Ford
Citibank
J&J
Mercedes
Rolls Royce
Rolex
CartierGucci
BP - OctoberMarlboro
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 5.0Mean Competence Rating
Mean
Warm
th R
ati
ng
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Warmth Intentions
Competence Ability
Kervyn, Malone, & Fiske, 2011
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Brand Perception
Kervyn, Malone, & Fiske, 2011
Paternalized Brands Popular Brands
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Two fundamental dimensions of social perception
Kervyn, Malone, & Fiske, 2011
Rolex
Rolls Royce
PorscheMercedes
BP Goldman Sachs
Marlboro
AIG
Hersheys
Johnson & JohnsonCampbell'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
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Two fundamental dimensions of social perception
Kervyn, Malone, & Fiske, 2011
Rolex
Rolls Royce
PorscheMercedes
BP Goldman Sachs
Marlboro
AIG
Hersheys
Johnson & JohnsonCampbell'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
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Two fundamental dimensions of social perception
Kervyn, Malone, & Fiske, 2011
Rolex
Rolls Royce
PorscheMercedes
BP Goldman Sachs
Marlboro
AIG
Hersheys
Johnson & JohnsonCampbell'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
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Elicited emotions
Kervyn, Malone, & Fiske, 2011
Rolex
Rolls roycePorsche
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
Ad
mir
atio
n
Envy
Co
nte
mp
t
Pity
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Behavioral intentions
Kervyn, Malone, & Fiske, 2011
Rolex
Rolls Royce
Porsche
Mercedes
BP
Goldman Sachs
MarlboroAIG
Hersheys
J&JCampbell'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
Pu
rch
ase
inte
nti
on
s
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Behavioral intentions
Kervyn, Malone, & Fiske, 2011
Rolex
Rolls Royce
Porsche
Mercedes
BP
Goldman Sachs
MarlboroAIG
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
Loya
lty
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Behavioral intentions
Kervyn, Malone, & Fiske, 2011
Rolex
Rolls Royce
Porsche
Mercedes
BP
Goldman Sachs
MarlboroAIG
Hersheys
J&J
Campbell'sCoke
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
Pu
rch
ase
inte
nti
on
s
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Behavioral intentions
Kervyn, Malone, & Fiske, 2011
Rolex
Rolls RoycePorsche
Mercedes
AIGGoldman Sachs
MarlboroBP
Hersheys
J&J
Campbell'sCoke
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
Loya
lty
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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
Pu
rch
ase
inte
nti
on
s
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Behavioral intentions
Kervyn, Malone, & Fiske, 2011
Rolex
Rolls Royce
Porsche
Mercedes
BP
Goldman SachsMarlboro
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
Loya
lty
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Conclusion
• Ability & Intentions can be used to model social perception
• Intentions & Admiration are the best predictors of behavior intentions
Casciaro & Lobo, 2005
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Thank you
Nicolas Kervyn