Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Attract customers with a cold look: when do we prefer cold representative

Attract customers with a cold look: when do we prefer cold representative The purpose of this paper is to examine the contradictory effect of coldness in advertisement and brand logo design.Design/methodology/approachThe authors conduct four experiments to test the influences of coldness on consumers’ attitude. In the first two experiments, the researchers use real/virtual brand names to test the moderating effect of brand status and customer power; in Study 3, the researchers test the moderating effect of autonomy; while in the last experiment, the findings in the previous experiments are extended to explain similar effect of cold/warm brand logo designs.FindingsThis research finds that coldness also brings benefit to brands under certain circumstances. More specifically, cold endorsers/brand logo designs are only beneficial for brands of high (vs low) status, and can only attract consumers who experience high power (vs low power). Such effects are mediated by consumers’ perceived brand autonomy.Research limitations/implicationsThis research urges the managers to analyze the characteristics of the brand and its target consumer. It also points out that the effectiveness of warm/cold representative derives from the customer perceived brand autonomy.Originality/valueThe authors’ contributions to the literature are as follows. First, this research examines the relationship between coldness and autonomy, which enables us to expand the findings to various contexts; second, this research expands the horizon of autonomy theory by identifying customer power and brand status as its moderators. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Asia Pacific Journal of Marketing and Logistics Emerald Publishing

Attract customers with a cold look: when do we prefer cold representative

Download PDF
15 pages

Loading next page...
 
/lp/emerald-publishing/attract-customers-with-a-cold-look-when-do-we-prefer-cold-liAHh8yU1O
Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1355-5855
DOI
10.1108/apjml-03-2018-0125
Publisher site
See Article on Publisher Site

Abstract

The purpose of this paper is to examine the contradictory effect of coldness in advertisement and brand logo design.Design/methodology/approachThe authors conduct four experiments to test the influences of coldness on consumers’ attitude. In the first two experiments, the researchers use real/virtual brand names to test the moderating effect of brand status and customer power; in Study 3, the researchers test the moderating effect of autonomy; while in the last experiment, the findings in the previous experiments are extended to explain similar effect of cold/warm brand logo designs.FindingsThis research finds that coldness also brings benefit to brands under certain circumstances. More specifically, cold endorsers/brand logo designs are only beneficial for brands of high (vs low) status, and can only attract consumers who experience high power (vs low power). Such effects are mediated by consumers’ perceived brand autonomy.Research limitations/implicationsThis research urges the managers to analyze the characteristics of the brand and its target consumer. It also points out that the effectiveness of warm/cold representative derives from the customer perceived brand autonomy.Originality/valueThe authors’ contributions to the literature are as follows. First, this research examines the relationship between coldness and autonomy, which enables us to expand the findings to various contexts; second, this research expands the horizon of autonomy theory by identifying customer power and brand status as its moderators.

Journal

Asia Pacific Journal of Marketing and Logistics – Emerald Publishing

Published: Mar 28, 2019

Keywords: Power; Autonomy; Cold; Product status; Warm

References

  • Cultivating admiration in brands: warmth, competence, and landing in the ‘golden quadrant’
    Aaker, J.L.; Garbinsky, E.N.; Vohs, K.D.
  • Not all anger is created equal: the impact of the expresser’s culture on the social effects of anger in negotiations
    Adam, H.; Shirako, A.
  • The experience of power: examining the effects of power on approach and inhibition tendencies
    Anderson, C.; Berdahl, J.L.
  • Power, optimism and risk-taking
    Anderson, C.; Galinsky, A.D.
  • Punishing hubris: the perils of overestimating one’s status in a group
    Anderson, C.; Daniel, R.A.; Gosling, S.D.
  • Possessions and the extended self
    Belk, R.
  • The red sneakers effect: inferring status and competence from signals of nonconformity
    Bellezza, S.; Gino, F.; Keinan, A.
  • Societal marketing and the meaning of cool
    Bird, S.; Tapp, S.
  • Deviance regulation: a theory of action and identity
    Blanton, H.; Christie, C.
  • Social incentives for gender differences in the propensity to initiate negotiations: sometimes it does hurt to ask
    Bowles, H.R.; Babcock, L.; Lai, L.
  • Determinants of product-use-compliance behavior
    Bowman, D.; Heilman, C.M.; Seetharaman, P.B.
  • Facial structure is a reliable cue of aggressive behavior
    Carre, J.M.; McCormick, C.M.; Mondloch, C.J.
  • Affiliation-seeking among the powerless: lacking power increases social affiliative motivation
    Case, C.R.; Conlon, K.E.; Maner, J.K.
  • Cultural context and psychological needs in Canada and Brazil: testing a self-determination approach to the internalization of cultural practices, identity and well-being
    Chirkov, V.I.; Ryan, R.M.; Willness, C.
  • Social influence: compliance and conformity
    Cialdini, R.B.; Goldstein, N.J.
  • Voluntary facial expression and hemispheric asymmetry over the frontal cortex
    Coan, J.A.; Allen, J.J.; Harmon-Jones, E.
  • The ‘what’ and ‘why’ of goal pursuits: human needs and the self-determination of behavior
    Deci, E.L.; Ryan, R.M.
  • Neurobehavioral aspects of affective disorders
    Depue, R.A.; Iacono, W.G.
  • Status consumption in consumer behavior: scale development and validation
    Eastman, J.K.; Goldsmith, R.E.; Flynn, L.R.
  • Facial expression and emotion
    Ekman, P.
  • On seeing human: a three-factor theory of anthropomorphism
    Epley, N.; Waytz, A.; Cacioppo, T.J.
  • The nature of human altruism
    Fehr, E.; Fischbacher, U.
  • Universal dimensions of social cognition: warmth and competence
    Fiske, S.T.; Cuddy, J.C.; Glick, P.
  • Facial expressions of emotion: are angry faces detected more efficiently?
    Fox, E.; Lester, V.; Russo, R.; Bowles, R.J.; Pichler, A.; Dutton, K.
  • From power to action
    Galinsky, A.D.; Gruenfeld, D.H.; Magee, J.C.
  • Babyfaces, trait inferences, and company evaluations in a public relations crisis
    Gorn, G.J.; Jiang, Y.; Johar, G.V.
  • Is ‘service with a smile’ enough? Authenticity of positive displays during service encounters
    Grandey, A.A.; Fisk, G.M.; Mattila, A.S.; Jansen, K.J.; Sideman, L.A.
  • Are all smiles created equal? How emotional contagion and emotional labor affect service relationships
    Hennig-Thurau, T.; Groth, M.; Paul, M.; Gremler, D.D.
  • Power, approach and inhibition
    Keltner, D.; Gruenfeld, D.H.; Anderson, C.
  • Do materialists prefer the ‘brand-as-servant’? The interactive effect of anthropomorphized brand roles and materialism on consumer responses
    Kim, H.C.; Kramer, T.
  • Gaming with Mr Slot or gaming the slot machine? Power, anthropomorphism, and risk perception
    Kim, S.; McGill, A.L.
  • No pain, no gain: a critical review of the literature on signaling unobservable brand quality
    Kirmani, A.; Rao, A.R.
  • Are consumers really willing to pay more for a favorable country image? A study of country-of-origin effects on willingness to pay
    Koschate-Fischer, N.; Diamantopoulos, A.; Oldenkotte, K.
  • It’s got the look: the effect of friendly and aggressive ‘facial’ expressions on product liking and sales
    Landwehr, J.R.; MicGill, A.; Hermann, A.
  • The illusion of control
    Langer, E.J.
  • When good cheer goes unrequired: how emotional receptivity affects evaluation of expressed emotion
    Lee, Y.H.; Lim, E.A.C.
  • When leaders display emotion: how followers respond to negative emotional expressional expression of male and female leaders
    Lewis, K.M.
  • The effect of service interaction orientation on customer satisfaction and behavioral intention
    Liang, R.; Zhang, J.
  • When low-warmth targets are liked: the roles of competence, gender, and relative status
    Lin, W.Y.; Wang, J.W.; Lin, H.Y.; Johnson, B.T.
  • In-direct persuasion in advertising: how consumers process metaphors presented in pictures and words
    McQuarrie, E.F.; Phillips, B.J.
  • Social exclusion causes people to spend and consume strategically in the service of affiliation
    Mead, N.L.; Baumeister, R.F.; Stillman, T.F.; Rawn, C.D.; Vohs, K.D.
  • Information asymmetry and levels of agency relationships
    Mishra, D.P.; Heide, J.B.; Cort, S.G.
  • Do counterfeits devalue the ownership of luxury brands?
    Nia, A.; Zaichkowsky, J.L.
  • The mass marketing of luxury
    Nueno, J.L.; Quelch, J.A.
  • Central and peripheral routes to advertising effectiveness: the moderating role of involvement
    Petty, R.E.; Cacioppo, J.T.; Schumann, D.
  • The effects of positive and negative ad-evoked associations on brand attitude
    Praxmarer, S.; Gierl, H.
  • Desire to acquire: powerlessness and compensatory consumption
    Rocker, D.D.; Galinsky, A.D.
  • Self-regulation and the problem of human autonomy: does psychology need choice, self-determination, and will?
    Ryan, R.M.; Deci, E.L.
  • Emotional autonomy versus detachment: revisiting the vicissitudes of adolescence and young adulthood
    Ryan, R.M.; Lynch, J.H.
  • The constructive, destructive, and reconstructive power of social norms
    Schultz, P.W.; Nolan, J.M.; Cialdini, R.B.; Goldstein, N.J.; Griskevicius, V.
  • Luxury branding: the industry, trends, and future conceptualizations
    Seo, Y.; Buchananoliver, M.
  • A tiger and a president: imperceptible celebrity facial cues influence trust and preference
    Tanner, R.J.; Maeng, A.
  • Power and the creation of patronizing environments: the stereotype-based behaviors of the powerful and their effects on female performance in masculine domains
    Vescio, T.K.; Gervais, S.J.; Snyder, M.; Hoover, A.
  • Measuring perceptions of brand luxury
    Vigneron, F.; Johnson, L.W.
  • Smile big or not? Effects of smile intensity on perceptions of warmth and competence
    Wang, Z.; Mao, H.; Li, Y.; Liu, F.
  • Should the devil sell Prada? Retail rejection increases aspiring consumers’ desire for the brand
    Ward, M.K.; Dahl, D.W.
  • What makes things cool? How autonomy influence perceived coolness
    Warren, C.; Campbell, M.
  • Cyber ostracism: effects of being ignored over the internet
    Williams, K.D.; Cheung, C.K.; Choi, W.
  • The deployment of personal luck: sympathetic magic and illusory control in games of pure chance
    Wohl, M.J.A.; Enzle, M.E.
  • When it could have been worse, it gets better: how favorable uncertainty resolution slows hedonic adaptation
    Yang, Y.; Gu, Y.; Galak, J.
  • Is that car smiling at me? Schema congruity as a basis for evaluating anthropomorphized products
    Aggarwal, P.; McGill, L.
  • A model of (often mixed) stereotype content: competence and warmth respectively follow from perceived status and competition
    Fiske, S.; Cuddy, A.; Click, P.; Xu, J.
  • Social ostracism by coworkers: does rejection lead to loafing or compensation?
    Williams, K.D.; Sommer, K.L.