The Importance of Warmth and Competence in the Acquisition and Retention of New Customers

Iana Castro, San Diego State, USA
Scott Thompson, University of Georgia, USA
James Ward, Arizona State University, USA
The stereotype content model suggests that judgments of warmth and competence underlie perceptions of others, with warmth playing the greater role. We extend this model to consumers’ perceptions of companies and find that the primacy of warmth is contingent on the nature of the relationship and prior experience.
[ to cite ]:
Iana Castro, Scott Thompson, and James Ward (2012) ,"The Importance of Warmth and Competence in the Acquisition and Retention of New Customers", 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: 947-948.