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Transcript of Chris Malone, Chief Advisory Officer Dr. Nicolas Kervyn Post-Doctoral Fellow Dr. Susan Fiske...
Chris Malone, Chief Advisory Officer
Dr. Nicolas KervynPost-Doctoral Fellow
Dr. Susan FiskeProfessor of Psychology
International Colloquium on Consumer-Brand Relationships
The Influence of Warmth & Competenceon Brand Relationships
©The Relational Capital Group 2010, All Rights Reserved 2
Basic Survival Questions:
1. Your intentions toward me? (i.e. friend or foe, WARMTH)
2. Ability to carry out intentions? (strong or weak, COMPETENCE)
The Warmth & Competence Model
A Universal Model of Human Social Perception
©The Relational Capital Group 2010, All Rights Reserved 3
Warmth & Competence Stereotypes, S. Fiske (2002)
Sympathy
Contempt
Admiration
Envy
Universal Dimensions of Group Stereotype Perceptions
Source: TRENDS in Cognitive Sciences
©The Relational Capital Group 2010, All Rights Reserved 4
Initial Brands Evaluated For Warmth & Competence
In collaboration with Drs. Susan T. Fiske and Nicolas O. Kervyn, leading social psychologists at Princeton University, a demographically balanced sample of 1,042 U.S. adults was surveyed by an independent research firm July 1-7, 2010.
©The Relational Capital Group 2009-2010, All Rights Reserved 5
Please rate on a scale from 1 to 10 how
important each ofthe following
characteristics is to you when considering a
purchase of that kind? Mean responses
Warmth & Competence Are Important for Brands
While both are considered important to purchase decisions, Competence was rated to be more so than Warmth across all categories.
8.0
8.5
7.0
8.2
7.5
8.5
7.2
9.0
Quick Service Restaurants Warmth
Quick Service Restaurants Competence
Gas/Convenience Retailers Warmth
Gas/Convenience Retailers Competence
Fruit Juice Products Warmth
Fruit Juice Products Competence
Pain Reliever Products Warmth
Pain Reliever Products Competence
©The Relational Capital Group 2010, All Rights Reserved 6
Nearly all brands, except BP, are perceived to be more competent than warm.– Despite it’s recall troubles, Tylenol is still perceived slightly more favorably than Advil.
– BP is held in contempt, but Shell was also rated poorly relative to all other brands.
Brand Warmth & Competence Perception Map
McDonaldsBurger King
BP
Shell
TropicanaMinute Maid
TylenolAdvil
4.0
5.0
6.0
7.0
8.0
9.0
10.0
4.0 5.0 6.0 7.0 8.0 9.0 10.0Average Competence Rating
Aver
age
War
mth
Rati
ng
SYMPATHY
CONTEMPT
ADMIRATION
ENVY
©The Relational Capital Group 2010, All Rights Reserved 7
Strong Impact on Brand Loyalty & Purchase Intent
Brand Loyalty Impact & Predictive Analytics
Statistical analysis suggests a strong impact on both loyalty and purchase intent.– Overall, these measures have a .47 correlation to purchase intent and explain 46% of variance. – Warmth measures showed greater impact than competence on loyalty and purchase intent.
©The Relational Capital Group 2010, All Rights Reserved 8
Two Dimensions Stand Out From All Others
Deeper analysis revealed that two variables have a disproportionate impact.– “Is honest and trustworthy” and “Acts in My Best Interest” have major influence on loyalty.– These are at the heart of all instinctive human trust and commitment, to brands or people.
Brand Loyalty Impact & Predictive Analytics
©The Relational Capital Group 2010, All Rights Reserved 9
However, all brands fell short of expectations on critical warmth drivers of brand purchase and loyalty, like honesty and selfless intentions.
– This may be why even successful national brands struggle to develop lasting brand loyalty.– A steady stream of corporate and brand scandals has only intensified consumer cynicism.
All Brands Fell Short On Honesty & Intentions
©The Relational Capital Group 2010, All Rights Reserved 10
Another 20 Brands Evaluated in Follow-up Study
Source: TRENDS in Cognitive Sciences, 2007
Popular Mainstream BrandsNon-Profit Brands
Troubled Brands Luxury Brands
To further test our hypotheses, we studied another twenty brands in October 2010, examining four expected warmth & competence profile groupings with an additional 1,000 U.S. adult consumers.
©The Relational Capital Group 2010, All Rights Reserved 11
When combined with the warmth and competence data collected in our Phase 1 study, a enlightening picture of brand warmth & competence emerges.
Brand Warmth & Competence Perception Map
Advil
BP - July
Burger KingMcDonalds
Minute Maid
Shell
Tropicana
Tylenol
Campbell's
Coca-ColaHershey's
Ford
Citibank
J&J
Mercedes
Rolls RoyceRolex
Cartier Gucci
BP - OctoberMarlboro
Exxon
Toyota
Habitat for Humanity
Salvation Army
Boys & Girls Clubs
Humane Society
Disabled Veterans
2.0
2.5
3.0
3.5
4.0
4.5
5.0
2.0 2.5 3.0 3.5 4.0 4.5 5.0Mean Competence Rating
Mea
n W
arm
th R
atin
g
©The Relational Capital Group 2010, All Rights Reserved 12
If we plot these indexes as opposing variables on a two dimensional map, the following relative positions emerge, shedding new light on brand emotions.
– While somewhat different than hypothesized, these findings clearly show that brands generate a very similar pattern of emotions to those predicted by SCM.
Stereotype Content Model Emotion Index Map
Campbell's
Coca-ColaHershey's
Ford
Citibank
J&J
MercedesRolls RoyceRolexCartier
Gucci
BP Marlboro
Exxon
Toyota
Habitat for HumanitySalvation Army
Boys & Girls ClubsHumane Society
Disabled Veterans
-80
-60
-40
-20
0
20
40
60
80
-60 -40 -20 0 20 40 60Net Envy vs Sympathy Index
Net
Adm
iratio
n vs
Con
tem
pt In
dex
Admiration
EnvySympathy
Contempt
©The Relational Capital Group 2010, All Rights Reserved 13
Honest & Selflessness As Loyalty Threshold
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
4.0
4.5
5.0
Campbell's
Hershey
's
Coca-C
ola J&J
Disable
d Am Vets
Habitat fo
r Hum
anity
Humane S
ociet
y
Salvatio
n Arm
y
Boys &
Girls
Clubs
Merced
es
Rolls R
oyce
Rolex
Cartier
Gucci
Ford
Citiban
kBP
Marlboro
Exxon
Toyota
0%
10%
20%
30%
40%
50%
60%Honest & Trustworthy Total Variance Explained
Honest & Trustworthy vs Total Brand Loyalty Variance Explained
We also found that honesty and selflessness play a dominant role in brand loyalty when they are poorly delivered, with a -.84 negative relationship.
– This suggests that consumers first judge brands on honesty and selflessness as a minimum threshold that must be met before other benefits can be considered.
Mea
n Br
and
Loya
lty R
ating
Total Variance in Brand Loyalty Explained
©The Relational Capital Group 2010, All Rights Reserved 14
People the First Brands; Faces the First Logos?
Perhaps brand perceptions and behavior have been instinctively adapted from social constructs.
©The Relational Capital Group 2010, All Rights Reserved 15
Brand to Company to People Linkage
©The Relational Capital Group 2010, All Rights Reserved 16
Physical & Social SurvivalFood, Clothing, Shelter, Protection, Membership
Potential Funnel of Brand Purchase & Loyalty
Price of Entry Expectations
Blockage
Emotional FulfillmentComfort, Companionship, Identity, Hope, Accomplishment, Stimulation
Physical Comfort & Social ControlWealth, Power, Fame, Legacy
Brand Purchase & Loyalty Behavior
• Honest & Trustworthy• Acts in My Best Interests• Listens & Understands Me
• Reflects Well On Me• Shared Interests & Values• Makes Me Feel Better • Is Popular With Others
• Delivers on Promises• High Quality Assistance• Has Specialized Expertise• Communicates Effectively
• Attractive Appearance• Consistent Experience• Worth My Investment• Helps Me Achieve Goals
Warmth Perceptions & BehaviorIntentions: Warm / Friendly
Competence Perceptions & BehaviorAbilities: Competent / Capable
Price of Entry ExpectationsDeeper Level Benefits
• Friendly• Responsive• Efficient• Knowledgeable
• Helpful• Thorough• Accurate• Accessible
• Quality• Value• Appearance• Consistency
• Effectiveness• Credibility• Identity• Safety
Service Features & Benefits Product Features & Benefits
©The Relational Capital Group 2010, All Rights Reserved 17
Implications & Future Direction
Implications
–These insights expand our knowledge of brand relationships and behavior
–Perhaps other human relationship insights can be applied to the study, management and marketing of brands.
–Features and benefits potentially a subset of warmth and competence
–Potential application to social media, customer service, brand recall management, consumer affairs policies, brand equity tracking, etc.
Future Direction
–Adapt and refine methodology specifically for use with brands
–Expand the range of brands evaluated using this approach
– Increase the portion of brand behavior explained by adding other variables
–Seek other collaborators to build on our study of brand relationships