Unintended Consequences of Warmth Appeals: An Extension of the Compensation Effect between Warmth and Competence to Advertising. Issue 5 (20th October 2021)

• Record Type: Journal Article
• Authors: Kim, Taemin; Ball, Jennifer Gerard
• Is Part Of: Journal of advertising. Volume 50:Issue 5(2021)
• Page Start: 622
• Page End: 638
• Publication Date: 2021-10-20
• Subjects: Advertising -- Periodicals; Advertising -- Research -- Periodicals; 659.105
• DOI: 10.1080/00913367.2021.1940393
• Languages: English
• ISSNs: 0091-3367

Abstract

Abstract: This study examined the conditions under which warmth advertising appeals can render unintended negative effects on perceived brand competence and product quality. Study 1 demonstrated that a warmth advertising appeal reduced perceived competence of the brand compared to a non-warmth appeal when the brand belongs to a product category associated with strength rather than gentleness, and this attenuated competence of the brand led to decreased product quality perceptions. Study 2 revealed that this negative effect was further exacerbated among those with a prevention focus rather than a promotion focus. In both cases, brand competence mediated the effect on perceived product quality. This study is the first to identify such a compensation effect between warmth and competence in an advertising context. This study also suggests that warmth advertising appeals should be used strategically to avoid potentially negative effects on brand perceptions.