The Risk of Omitting Warmth Or Competence Information in Ads Advertising Strategies for Hedonic And Utilitarian Brand Types

Christina Peter, Milan Ponzi

Veröffentlichungen: Beitrag in FachzeitschriftArtikelPeer Reviewed


Researchers have shown that consumers perceive brands, as they do people, on the basis of two dimensions: warmth and competence. Hedonic brands therefore try to create a pleasant experience for the customer, highlighting the warmth dimension, whereas utilitarian brands emphasize the competence dimension. Research on the innuendo effect has shown that if a person is described positively in terms of only one dimension, people make negative inferences about the other dimension. The current study provides evidence that this effect also emerges in the advertising context—that is, when a brand is described only with one of the two dimensions.
Seiten (von - bis)423-432
FachzeitschriftJournal of Advertising Research
PublikationsstatusVeröffentlicht - 1 Dez. 2018
Extern publiziertJa

ÖFOS 2012

  • 508007 Kommunikationswissenschaft
  • 508014 Publizistik