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 Abstract

math-photography-hd-wallpaper-1920x1080-9897Although a substantial amount of research has examined the constructs of warmth and competence, far less has examined how these constructs develop and what benefits may accrue when warmth and competence are cultivated. Yet there are positive consequences, both emotional and behavioral, that are likely to occur when brands hold perceptions of both. In this paper, we shed light on when and how warmth and competence are jointly promoted in brands, and why these reputations matter.Although a substantial amount of research has examined the constructs of warmth and competence, far less has examined how these constructs develop and what benefits may accrue when warmth and competence are cultivated. Yet there are positive consequences, both emotional and behavioral, that are likely to occur when brands hold perceptions of both. In this paper, we shed light on when and how warmth and competence are jointly promoted in brands, and why these reputations matter.

  Posts

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January 28th, 2014

You think water moves fast? You should see ice

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August 27th, 2015

Hello world!

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April 30th, 2015

Hello world!

Welcome to WordPress. This is your first post. Edit or delete it, then start blogging!

January 28th, 2014

The hidden benefits of gossip, ostracism

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January 28th, 2014

Rust Belt gentrification and how it hurts the poor

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January 28th, 2014

An old mathematical puzzle soon to be unraveled?

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January 28th, 2014

Making stem cells grow human hair

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January 28th, 2014

Study analyzes content of nightmares and bad dreams

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January 28th, 2014

Just another blog post

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January 28th, 2014

Astronomy podcast for kids

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