Brand Perception: Influence of Gender Cues on Dimensions of Warmth and Competence

Alexandra Hess, University of Waikato, New Zealand
Valentyna Melnyk, University of Waikato, New Zealand
Carolyn Costley, University of Waikato, New Zealand
Consumers often judge brands and companies using heuristics such as the warmth and competence dimensions. Our study demonstrates that subtle feminine (vs. masculine) primes incorporated into a product’s description increases perceived brand warmth which translates to a higher purchasing likelihood. Interestingly, this effect is especially profound for masculine products.
[ to cite ]:
Alexandra Hess, Valentyna Melnyk, and Carolyn Costley (2012) ,"Brand Perception: Influence of Gender Cues on Dimensions of Warmth and Competence", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 856-857.