Do consumers perceive brands like they perceive people ?

Models of social perceptions and howthey can be applied to brands

Nicolas Kervyn

Warm

th

Competence

ColdCompetent

WarmCompetent

WarmIncompetent

ColdIncompetent

Two fundamental dimensions of social perception

Fiske et al., 2002

Fundamental Dimensions ?

Fundamental Dimensions ?

• US national representative sample• >36 countries (Cuddy et al., 2007)

• Person perception (Russel & Fiske, 2006)

Casciaro & Lobo, 2005

LovableFools

IncompetentJerks

• Co-workers perception (Casciaro, 2007)

Warm

th

Competence

LovableStar

CompetentJerks

Harris & Fiske, 2006

mPFC

• Social cognition• Theory of mind• Social affect

Harris & Fiske, 2006

Medial Prefrontal Cortex

Warm

th

Competence

Harris & Fiske, 2006

Medial Prefrontal Cortex

Mapping Social Perception

Mapping Social Networks

Touchgraph, Facebook

Mapping Social Perception

Kervyn, Yzerbyt, & Fiske, 2011

Kervyn, Yzerbyt, & Fiske, 2011

Kervyn, Yzerbyt, & Fiske, 2011

Kervyn, Yzerbyt, & Fiske, 2011

Kervyn, Yzerbyt, & Fiske, 2011

Kervyn, Yzerbyt, & Fiske, 2011

Kervyn, Yzerbyt, & Fiske, 2011

Multidimensional Scaling:

26 2 dimensions

Kervyn, Yzerbyt, & Fiske, 2011

Asians

Blacks

Blue Collar

Catholics

Christians

ConservativesCriminals

Disabled

Elderly

Gays

Goths

Hispanics

Jews

Liberals

Middle Class

Muslims

Nerds

Poor

Preppies

Rednecks

Rich

Students

Teenagers

White Collar

Whites

Women

-2

-1.5

-1

-0.5

0

0.5

1

1.5

2

-2 -1.5 -1 -0.5 0 0.5 1 1.5 2

Kervyn, Yzerbyt, & Fiske, 2011

Asians

Blacks

Blue Collar

Catholics

Christians

ConservativesCriminals

Disabled

Elderly

Gays

Goths

Hispanics

Jews

Liberals

Middle Class

Muslims

Nerds

Poor

Preppies

Rednecks

Rich

Students

Teenagers

White Collar

Whites

Women

-2

-1.5

-1

-0.5

0

0.5

1

1.5

2

-2 -1.5 -1 -0.5 0 0.5 1 1.5 2

Two dimensions of social perception

Brand Perception

Kervyn, Malone, & Fiske, 2011

Kervyn, Malone, & Fiske, 2011

Advil

BP - July

Burger King

McDonaldsMinute Maid

Shell

Tropicana

Tylenol

Campbell's

Coca-Cola

Hershey's

Ford

Citibank

J&J

Mercedes

Rolls Royce

Rolex

CartierGucci

BP - OctoberMarlboro

Exxon

Toyota

Habitat for Humanity

Salvation Army

Boys & Girls Clubs

Humane Society

Disabled Veterans

2.0

2.5

3.0

3.5

4.0

4.5

5.0

2.0 2.5 3.0 3.5 4.0 4.5 5.0Mean Competence Rating

Mean

Warm

th R

ati

ng

Warmth Intentions

Competence Ability

Kervyn, Malone, & Fiske, 2011

Brand Perception

Kervyn, Malone, & Fiske, 2011

Paternalized Brands Popular Brands

Two fundamental dimensions of social perception

Kervyn, Malone, & Fiske, 2011

Rolex

Rolls Royce

PorscheMercedes

BP Goldman Sachs

Marlboro

AIG

Hersheys

Johnson & JohnsonCampbell's

Coca-Cola

USPS

VA

Amtrak

Public Transport

1

1.5

2

2.5

3

3.5

4

4.5

5

5.5

6

4 4.5 5 5.5 6 6.5 7

Two fundamental dimensions of social perception

Kervyn, Malone, & Fiske, 2011

Rolex

Rolls Royce

PorscheMercedes

BP Goldman Sachs

Marlboro

AIG

Hersheys

Johnson & JohnsonCampbell's

Coca-Cola

USPS

VA

Amtrak

Public Transport

1

1.5

2

2.5

3

3.5

4

4.5

5

5.5

6

4 4.5 5 5.5 6 6.5 7

Two fundamental dimensions of social perception

Kervyn, Malone, & Fiske, 2011

Rolex

Rolls Royce

PorscheMercedes

BP Goldman Sachs

Marlboro

AIG

Hersheys

Johnson & JohnsonCampbell's

Coca-Cola

USPS

VA

Amtrak

Public Transport

1

1.5

2

2.5

3

3.5

4

4.5

5

5.5

6

4 4.5 5 5.5 6 6.5 7

Elicited emotions

Kervyn, Malone, & Fiske, 2011

Rolex

Rolls roycePorsche

Mercedes

BP

Goldman Sachs

Marlboro

AIG

Hersheys

Johnson & Johnson

Campbells

Coke

USPSVA

Amtrak

Public transport

-4.00

-3.00

-2.00

-1.00

0.00

1.00

2.00

3.00

4.00

-2.00 -1.50 -1.00 -0.50 0.00 0.50 1.00 1.50 2.00

Ad

mir

atio

n

Envy

Co

nte

mp

t

Pity

Behavioral intentions

Kervyn, Malone, & Fiske, 2011

Rolex

Rolls Royce

Porsche

Mercedes

BP

Goldman Sachs

MarlboroAIG

Hersheys

J&JCampbell's

Coke USPS

VA

Amtrak

Public Transport

1

1.5

2

2.5

3

3.5

4

4.5

5

1 1.5 2 2.5 3 3.5 4 4.5 5 5.5 6

Intentions

Pu

rch

ase

inte

nti

on

s

Behavioral intentions

Kervyn, Malone, & Fiske, 2011

Rolex

Rolls Royce

Porsche

Mercedes

BP

Goldman Sachs

MarlboroAIG

Hersheys

J&J

Campbell'sCoke

USPS

VA

Amtrak

Public Transport

1

1.5

2

2.5

3

3.5

4

4.5

5

1 1.5 2 2.5 3 3.5 4 4.5 5 5.5 6

Intentions

Loya

lty

Behavioral intentions

Kervyn, Malone, & Fiske, 2011

Rolex

Rolls Royce

Porsche

Mercedes

BP

Goldman Sachs

MarlboroAIG

Hersheys

J&J

Campbell'sCoke

USPS

VA

Public Transport

Amtrak

1

1.5

2

2.5

3

3.5

4

4.5

5

4 4.5 5 5.5 6 6.5

Ability

Pu

rch

ase

inte

nti

on

s

Behavioral intentions

Kervyn, Malone, & Fiske, 2011

Rolex

Rolls RoycePorsche

Mercedes

AIGGoldman Sachs

MarlboroBP

Hersheys

J&J

Campbell'sCoke

USPS

VA

Public Transport

Amtrak

1

1.5

2

2.5

3

3.5

4

4.5

5

4 4.5 5 5.5 6 6.5

Ability

Loya

lty

Behavioral intentions

Kervyn, Malone, & Fiske, 2011

Rolex

Rolls Royce

Porsche

Mercedes

BP

Goldman Sachs

Marlboro

AIG

Hersheys

J&J

Campbell's

Coke

USPS

VA

Amtrak

Public Transport

1

1.5

2

2.5

3

3.5

4

4.5

5

5.5

6

1 1.5 2 2.5 3 3.5 4 4.5 5 5.5

Admiration

Pu

rch

ase

inte

nti

on

s

Behavioral intentions

Kervyn, Malone, & Fiske, 2011

Rolex

Rolls Royce

Porsche

Mercedes

BP

Goldman SachsMarlboro

AIG

Hersheys

J&J

Campbell's

Coke

USPS

VA

Amtrak

Public Transport

1

1.5

2

2.5

3

3.5

4

4.5

5

1 1.5 2 2.5 3 3.5 4 4.5 5 5.5

Admiration

Loya

lty

Conclusion

• Ability & Intentions can be used to model social perception

• Intentions & Admiration are the best predictors of behavior intentions

Casciaro & Lobo, 2005

Thank you

Nicolas Kervyn