Priming Concepts On Consumer Smallness And Bigness

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1. Abstracts
Warmth and competence are two fundamental dimensions that consumers use to form judgments of people, firms, and brands (Aaker, Vohs, & Mogilner, 2010). In this research, we examine how concepts related to size influence consumers’ warmth and competence perception of the objects.

Specifically, we propose that consumers tend to associate the smallness with warmth and associate bigness with competence in the context of brand perception. We hypothesize that brand names containing small-related words are likely to be perceived warmer than brand names containing big-related words, whereas brand names containing big-related words are likely to be perceived more competent than brand names containing small-related words. As a result,
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1998), perceived warmth (and trust) may well play a greater role in purchase behavior in East Asian than North American cultures Hypothesis 2: when consumers focus on the warmth aspect in their evaluations, brand names containing small-related words will lead to greater purchase intention and greater satisfaction with the brand. In contrast, when consumers focus on the competence aspect in their evaluations, brand names containing big-related words will lead to greater purchase intention and greater satisfaction with the brand. Culture will moderate this relationship by making it more this relationship to be more salient in the Eastern culture than in the Western culture.

Scenario 1: when perceived warmth are more important for consumers in their decision making

Scenario 2: when perceived competence is more important for consumers in their decision making

Figure 2: A theoretical model of consumers’ purchase intention under different
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