LOGIN TO YOUR ACCOUNT

Username
Password
Remember Me
Or use your Academic/Social account:

CREATE AN ACCOUNT

Or use your Academic/Social account:

Congratulations!

You have just completed your registration at OpenAire.

Before you can login to the site, you will need to activate your account. An e-mail will be sent to you with the proper instructions.

Important!

Please note that this site is currently undergoing Beta testing.
Any new content you create is not guaranteed to be present to the final version of the site upon release.

Thank you for your patience,
OpenAire Dev Team.

Close This Message

CREATE AN ACCOUNT

Name:
Username:
Password:
Verify Password:
E-mail:
Verify E-mail:
*All Fields Are Required.
Please Verify You Are Human:
fbtwitterlinkedinvimeoflicker grey 14rssslideshare1
Zawisza, Magdalena; Pittard, Chelsea (2016)
Languages: English
Types: Article
Subjects:
Three experiments reported here uniquely test the effectiveness of warm versus competent advertising strategy as a function of congruence with other elements of the advertising context. These are product involvement (Experiment 1, n = 96), consumers’ smartphone anxiety (Experiment 2, n = 60), or self-versus other-profitability (Experiment 3, n = 100). As expected, the “golden quadrant” (optimum warmth and competence for advertising effectiveness) does shift: Competence is more important for high-involving products, but warmth wins for highly anxious participants or when the highly involving service is accompanied by people-focused appeals. An expansion of the stereotype content model is discussed in the context of the congruity principle.
  • The results below are discovered through our pilot algorithms. Let us know how we are doing!

    • Cuddy, A., Norton, M. I., & Fiske, S. T. (2005). This old stereotype: The pervasiveness and persistence of the elderly stereotype. Journal of Social Issues, 61, 265-283. doi: 10.1111/j.1540-4560.2005.00405.x
    • Czaja, S. J., Charness, N., Fisk, A. D., Hertzog, C., Nair, S. N., Rogers, W. A., et al. (2006). Factors predicting the use of technology: Findings from the Center for Research and Education on Aging and Technology Enhancement (CREATE). Psychology and Aging, 21, 333-345. doi: 10.1037/0882-7974.21.2.333
    • Deitz, G. D., Myers, S. W., & Stafford, M. R. (2012). Understanding consumer response to sponsorship information: A resource‐matching approach. Psychology & Marketing, 29, 226-239. doi: 10.1002/mar.20517
    • Dittmar, H., & Howard, S. (2004). Professional Hazards? The impact of models' body size on advertising effectiveness and women's body-focused anxiety in professionals that do and do not emphasize the cultural ideal of thinness. British Journal of Social Psychology, 43, 477-497. doi: 10.1348/0144666042565407
    • Eckes, T. (2002). Paternalistic and envious gender stereotypes: Testing predictions from the stereotype content model. Sex Roles: A Journal of Research, 47, 99-114. doi: 10.1023/A:1021020920715
    • Ellis, R. D., & Allaire, J. C. (1999). Modelling computer interest in older adults: The role of age, education, computer knowledge, and computer anxiety. Human Factors: The Journal of the Human Factors and Ergonomics Society, 41, 345-355. doi: 10.1518/001872099779610996
    • Escalas, J. E. (2004). Imagine yourself in the product: Mental simulation, narrative transportation, and persuasion. Journal of Advertising, 33, 37-48. doi:10.1080/00913367.2004.10639163
    • 35.20a
  • No related research data.
  • No similar publications.

Share - Bookmark

Cite this article