1. Do consumers perceive brands like they perceive people ?
Models of social perceptions and how
they can be applied to brands
Nicolas Kervyn

2. Two fundamental dimensions of social perception
Warmth
Competence
Cold
Competent
Warm
Incompetent
Fiske et al., 2002

3. Fundamental Dimensions ?

4. Fundamental Dimensions ?
US national representative sample
>36 countries (Cuddy et al., 2007)
Person perception (Russel & Fiske, 2006)
Lovable
Fools
Incompetent
Jerks
Co-workers perception (Casciaro, 2007)
Warmth
Competence
Star
Competent
Casciaro & Lobo, 2005

5. Harris & Fiske, 2006

6. Social cognition Theory of mind Social affect Medial Prefrontal Cortex
mPFC
Social cognition
Theory of mind
Social affect
Harris & Fiske, 2006

7. Medial Prefrontal Cortex
Warmth
Competence
Harris & Fiske, 2006

8. Mapping Social Perception
Mapping Social Networks

9. Touchgraph, Facebook

10. Mapping Social Perception
Kervyn, Yzerbyt, & Fiske, 2011

11. Kervyn, Yzerbyt, & Fiske, 2011

12. Kervyn, Yzerbyt, & Fiske, 2011

13. Kervyn, Yzerbyt, & Fiske, 2011

14. Kervyn, Yzerbyt, & Fiske, 2011

15. Kervyn, Yzerbyt, & Fiske, 2011

16. Kervyn, Yzerbyt, & Fiske, 2011

17. Multidimensional Scaling: 26  2 dimensions
Kervyn, Yzerbyt, & Fiske, 2011

18. Kervyn, Yzerbyt, & Fiske, 2011

20. Two dimensions of social perception Brand Perception
Kervyn, Malone, & Fiske, 2011

21. Kervyn, Malone, & Fiske, 2011

22. Warmth  Intentions
Competence  Ability
Kervyn, Malone, & Fiske, 2011

23. Brand Perception Paternalized Brands Popular Brands
In fact, this model has also been shown to heavily influence group stereotypes and bias across many cultures.
Dr. Susan Fiske at Princeton University has become renowned for her work that shows how different social groups are perceived on warmth and competence, as well as the emotions we tend to have towards people in each quadrant of the model.
In the lower left hand corner, we see the stereotypical perception of homeless people and how these perceptions tend to reinforce their isolation.
So as a career marketer and student of consumer behavior, I couldn’t help but wonder as I became familiar with this model…
Kervyn, Malone, & Fiske, 2011

24. Two fundamental dimensions of social perception
Kervyn, Malone, & Fiske, 2011

25. Two fundamental dimensions of social perception
Kervyn, Malone, & Fiske, 2011

26. Two fundamental dimensions of social perception
Kervyn, Malone, & Fiske, 2011

27. Elicited emotions Admiration Pity Envy Contempt
Kervyn, Malone, & Fiske, 2011

28. Behavioral intentions
Purchase intentions
Two of the most common methods are correlation analysis and regression analysis
So without getting too complicated, these charts provide some highlights of what these analyses reveal.
The headline was that warmth and competence perceptions seem to be having a very significant impact on both purchase intent and brand loyalty.
The first bar chart on the left here shows the average correlation between….
The bar chart on the right shows that warmth and competence perceptions seem to explain and predict fully 50% of brand loyalty, without mentioning a single product feature or benefit.
In addition, it shows that despite what consumers said was important, it turns out that warmth dimensions are consistently more influential and predictive of purchase intent and brand loyalty.
Intentions
Kervyn, Malone, & Fiske, 2011

29. Behavioral intentions
Loyalty
Two of the most common methods are correlation analysis and regression analysis
So without getting too complicated, these charts provide some highlights of what these analyses reveal.
The headline was that warmth and competence perceptions seem to be having a very significant impact on both purchase intent and brand loyalty.
The first bar chart on the left here shows the average correlation between….
The bar chart on the right shows that warmth and competence perceptions seem to explain and predict fully 50% of brand loyalty, without mentioning a single product feature or benefit.
In addition, it shows that despite what consumers said was important, it turns out that warmth dimensions are consistently more influential and predictive of purchase intent and brand loyalty.
Intentions
Kervyn, Malone, & Fiske, 2011

30. Behavioral intentions
Purchase intentions
Two of the most common methods are correlation analysis and regression analysis
So without getting too complicated, these charts provide some highlights of what these analyses reveal.
The headline was that warmth and competence perceptions seem to be having a very significant impact on both purchase intent and brand loyalty.
The first bar chart on the left here shows the average correlation between….
The bar chart on the right shows that warmth and competence perceptions seem to explain and predict fully 50% of brand loyalty, without mentioning a single product feature or benefit.
In addition, it shows that despite what consumers said was important, it turns out that warmth dimensions are consistently more influential and predictive of purchase intent and brand loyalty.
Ability
Kervyn, Malone, & Fiske, 2011

31. Behavioral intentions
Loyalty
Two of the most common methods are correlation analysis and regression analysis
So without getting too complicated, these charts provide some highlights of what these analyses reveal.
The headline was that warmth and competence perceptions seem to be having a very significant impact on both purchase intent and brand loyalty.
The first bar chart on the left here shows the average correlation between….
The bar chart on the right shows that warmth and competence perceptions seem to explain and predict fully 50% of brand loyalty, without mentioning a single product feature or benefit.
In addition, it shows that despite what consumers said was important, it turns out that warmth dimensions are consistently more influential and predictive of purchase intent and brand loyalty.
Ability
Kervyn, Malone, & Fiske, 2011

32. Behavioral intentions
Purchase intentions
Two of the most common methods are correlation analysis and regression analysis
So without getting too complicated, these charts provide some highlights of what these analyses reveal.
The headline was that warmth and competence perceptions seem to be having a very significant impact on both purchase intent and brand loyalty.
The first bar chart on the left here shows the average correlation between….
The bar chart on the right shows that warmth and competence perceptions seem to explain and predict fully 50% of brand loyalty, without mentioning a single product feature or benefit.
In addition, it shows that despite what consumers said was important, it turns out that warmth dimensions are consistently more influential and predictive of purchase intent and brand loyalty.
Admiration
Kervyn, Malone, & Fiske, 2011

33. Behavioral intentions
Loyalty
Two of the most common methods are correlation analysis and regression analysis
So without getting too complicated, these charts provide some highlights of what these analyses reveal.
The headline was that warmth and competence perceptions seem to be having a very significant impact on both purchase intent and brand loyalty.
The first bar chart on the left here shows the average correlation between….
The bar chart on the right shows that warmth and competence perceptions seem to explain and predict fully 50% of brand loyalty, without mentioning a single product feature or benefit.
In addition, it shows that despite what consumers said was important, it turns out that warmth dimensions are consistently more influential and predictive of purchase intent and brand loyalty.
Admiration
Kervyn, Malone, & Fiske, 2011

34. Conclusion Ability & Intentions can be used to model social perception
Intentions & Admiration are the best predictors of behavior intentions
Casciaro & Lobo, 2005

35. Thank you
Nicolas Kervyn