同一行业品牌刻板印象内容中能力与温暖维度的关系:基于三个行业实验的新发现

Relationship between Competence and Warmth in Brand Stereotype Content in the Same Industry: New Findings Based on Experiments in Three Different Industries

中文关键词:  刻板印象内容模型  品牌温暖  品牌能力  品牌印象  品牌竞争

英文关键词:stereotype content model  brand warmth  brand competence  brand image  brand competition

中文摘要:

      能力和温暖是品牌刻板印象内容模型中的两个重要维度。先前的品牌刻板印象内容模型是基于不同行业品牌调查而确立的,因此并不能揭示同一行业内品牌刻板印象中能力和温暖维度的关系。为此,在文献回顾的基础上,借助三个行业的心理学实验,重复验证了同一行业品牌刻板印象内容中能力感知具有显著差异而温暖感知差异不显著的假设,并得到以下结论:在很大程度上,同一行业品牌刻板印象内容中的能力和温暖既不存在人际交往中的消极关系,也不存在不同行业品牌感知中的正交关系；二者之间存在以能力为主,以温暖为辅的“主辅关系”。以上发现与人际交往或品牌互动中人们首先判断意图的观点不同,说明品牌能力在品牌刻板印象形成过程中有着特殊的作用。

英文摘要:

      Competence and warmth are the two important dimensions in the brand stereotype content model. As the previous brand stereotype content model has been presented based on the research of different brands in different industries, it is unable to reveal the relationship between competence and warmth in brand stereotype content in the same industry. Accordingly, based on the literature review and the psychological experiments in three industries, this paper repeatedly verifies the hypothesis that the perceived competence is significantly different while the perceived warmth shows no significant difference in brand stereotype content in the same industry. It draws the following conclusion:to a large degree, the perceived competence and warmth of brands in the same industry have neither negative relationship in interpersonal interactions nor orthogonal relationship in brand perception in different industries. There is a “leading and subordinate” relationship between the two, with the competence leading and the warmth subordinate. The above findings differ from the viewpoint that people first judge the intention in interpersonal interaction or brand interaction, which illustrates that brand competence plays a special role in the formation of brand stereotype. 