PT  - JOURNAL ARTICLE
AU  - Christina Peter
AU  - Milan Ponzi
TI  - The Risk of Omitting Warmth Or Competence Information in Ads
AID  - 10.2501/JAR-2018-005
DP  - 2018 Feb 19
TA  - Journal of Advertising Research
PG  - JAR-2018-005
4099  - http://www.journalofadvertisingresearch.com/content/early/2018/02/16/JAR-2018-005.short
4100  - http://www.journalofadvertisingresearch.com/content/early/2018/02/16/JAR-2018-005.full
AB  - 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 warmth dimension, whereas utilitarian brands emphasize the competence dimension. Research on the innuendo effect has shown that if a person is described positively in terms of only one dimension, people make negative inferences about the other dimension. The current study provides evidence that this effect also emerges in the advertising context—that is, when a brand is described only with one of the two dimensions.