Taking a Bow to a Brand: Brand Attribute Effects on Hierarchisation Behavior in Same-Sex and Mixed-Sex Dyads

In two experiments, the influence of brand attributes on nonconscious hierarchisation in dyadic interactions was examined. It was hypothesized and found that brands rated high on the brand personality dimension of ‘competence’ (Aaker 1997), or brands that varied in overall status, can induce patterns of nonverbal submissive behavior in an antagonist. Experiment 1 showed that, compared to control conditions, participants exposed to high-competence brands showed more frequent sequences of submissive nonverbal behaviors. This effect was more pronounced for individuals with a low intrinsic tendency for dominant behavior. The results of Experiment 2 extended these findings for brands that varied in overall status, moderated by participant gender.



Citation:

Bob M. Fennis (2006) ,"Taking a Bow to a Brand: Brand Attribute Effects on Hierarchisation Behavior in Same-Sex and Mixed-Sex Dyads", in AP - Asia-Pacific Advances in Consumer Research Volume 7, eds. Margaret Craig Lees, Teresa Davis, and Gary Gregory, Sydney, Australia : Association for Consumer Research, Pages: .

Authors

Bob M. Fennis, University of Twente, the Netherlands



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 7 | 2006



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