排序方式: 共有13条查询结果,搜索用时 3 毫秒
11.
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. 相似文献
12.
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. 相似文献
13.
Beth Vallen Karthik Sridhar Dan Rubin Veronika Ilyuk Lauren G. Block Jennifer J. Argo 《Journal of Consumer Psychology》2019,29(2):271-284
This research demonstrates that a consumer's physical appearance—and, more specifically, his or her body size—predictably influences the product(s) that the consumer is recommended. Four studies conducted in both field and lab settings show that agents more frequently recommend round (vs. angular) shaped products to heavier targets, notably for products and categories in which body size is irrelevant (e.g., lamps and perfume). We attribute this to a combination of shape‐congruency and trait‐congruency, whereby individuals choose products for others based on shared dimensions of the person and product. 相似文献