The Risk of Omitting Warmth Or Competence Information in Ads
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DOI: 10.2501/jar-2018-005
Abstract: ABSTRACT Researchers have shown that consumers perceive brands, as they do people, on the basis of two dimensions: warmth and competence. Hedonic brands therefore try to create a pleasant experience for the customer, highlighting the… read more here.
Keywords: competence; dimension; competence information; omitting warmth ... See more keywords