Too Nice to Be Dominant: How Warmth Impacts an Embodiment of Power in Brands

Brands choose to differentiate themselves through various brand images; however, some of these brand images may affect perceptions of power (market dominance). We propose that a high warmth brand image can lead consumers to perceive a brand as less competitive and thus less dominant or powerful in its product category.


Jennifer Stoner and Carlos Torelli (2017) ,"Too Nice to Be Dominant: How Warmth Impacts an Embodiment of Power in Brands", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 324-329.


Jennifer Stoner, University of North Dakota, USA
Carlos Torelli, University of Illinois at Urbana-Champaign, USA


NA - Advances in Consumer Research Volume 45 | 2017

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