From: The Entrepreneur
Building Your Brand’s Warmth and Competence
The Entrepreneur:
If you want more customers, you need to get warmer.
It turns out customers stereotype companies the way they stereotype people. We want a combination of warmth and competence from our brands, just like we do from the people around us.
Stereotyping exists in relationships, whether we like it or not. A review of the book, The Human Brand, on the website for the Association for Psychological Science, lays out how we are inclinded to view individuals, but also groups.
…
So it is with companies or product brands. The book’s authors, business consultant Chris Malone and social psychologist Susan Fiske, look at a Darwinian instinct of warmth of intent, or, more simply, whether people are viewed as wishing others bad or good.
Read the whole story: The Entrepreneur
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