Asymmetric Expectations of Firms Stereotyped As Warm Versus Competent

Linyun Yang, University of North Carolina at Charlotte, USA
Pankaj Aggarwal, University of Toronto, Canada
This research suggests that large firms are stereotyped as competent and small firms as warm. However, consumers penalize small but not large firms relatively more for committing transgressions inconsistent (vs. consistent) with size-based stereotypes because consumers perceive low warmth behaviors as more unexpected when committed by small versus large firms.
[ to cite ]:
Linyun Yang and Pankaj Aggarwal (2014) ,"Asymmetric Expectations of Firms Stereotyped As Warm Versus Competent", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 746-747.