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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 45 | 2017



Share Proceeding

Featured papers

See More

Featured

K12. Use language to change people’s mind: The persuasive power of online marketing communications

Xun He, Katholieke University Leuven, Belgium
Barbara Briers, Vlerick Business School
Luk Warlop, Norwegian School of Management, Norway

Read More

Featured

Nostalgiacising: A Performative Theory of Nostalgic Consumption

Ela Veresiu, York University, Canada
Ana Babic Rosario, University of Denver
Thomas Derek Robinson, City University of London, UK

Read More

Featured

F10. Food Waste: On the Normalization of Structural Violence

Andreas Plank, Privatuniversität Schloss Seeburg

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.