The influence of country-of-origin stereotypes on consumer responses to food safety scandals: The case of the horsemeat adulteration

The effects of warmth-oriented and competence-oriented service recovery messages on observers on online platforms

Despite increasing interest in warmth and competence as fundamental dimensions in consumers’ evaluation of service providers,prior research remains ambiguous about which dimension is more important. The current study develops a nomological frame-work that clarifies this ambiguity and explains whether, when, and why warmth or competence takes precedence for differentoutcomes in customer-service provider relationships. Combined evidence from field and laboratory studies support the notion ofan asymmetric dominance, which suggests that warmth is dominant in driving outcomes that capture relational aspects (e.g.,customer-company identification), whereas competence is dominant in driving outcomes that capture transactional aspects of thecustomer-service provider relationship (e.g., share of wallet). The findings provide first insights into the underlying mechanismsthat drive this asymmetric dominance by demonstrating that relational and capability concerns mediate this process. Moreover,the current investigation identifies novel moderators that offer managers help in identifying service contexts (people vs. objectcare) and customer segments (differing in process and outcome service goals) for which investing in warmth or competence ismore promising. Overall, displaying competence is particular effective in driving customer attraction and current operatingperformance, whereas displaying warmth is better suited to establish strong emotional bonds and drive customer retention.

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Disentangling the Differential Roles of Warmth and Competence Judgments in Customer-Service Provider Relationships:

This research aims to examine product quality and brand image mediated by customer satisfaction that affect the purchase decisions of Indonesian automotive customers. The method of data collection is using primary data from 200 respondents, who are automotive customers, through questionnaires, direct observation of the object under study and literature review. The method of analysis is using quantitative data with the path analysis method using SPSS 23 to test the level of significance of product quality and brand image to the purchase decisions, mediated by customer satisfaction, of Indonesian automotive customers. Overall, the results showed that product quality and brand image have an effect on customer satisfaction. Product quality and brand image have a direct influence on the purchase decision process. Additionally, product quality and brand image have an effect on the purchase decisions, mediated by customer satisfaction, of Indonesian automotive customers. The practical implications are that the automotive industry should manage its brand image as the most important factor influencing purchasing decisions. Mediated by customer satisfaction, brand image also is the greatest factor influencing the purchase decision. The other managerial implication is that the automotive industry should manage product quality and communicate that aspect to customers.

How product quality, brand image, and customer satisfaction affect the purchase decisions of Indonesian automotive customers

Three experiments reported here uniquely test the effectiveness of warm versus competent advertising strategy as a function of congruence with other elements of the advertising context. These are product involvement (Experiment 1, n = 96), consumers’ smartphone anxiety (Experiment 2, n = 60), or self-versus other-profitability (Experiment 3, n = 100). As expected, the “golden quadrant” (optimum warmth and competence for advertising effectiveness) does shift: Competence is more important for high-involving products, but warmth wins for highly anxious participants or when the highly involving service is accompanied by people-focused appeals. An expansion of the stereotype content model is discussed in the context of the congruity principle.

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When Do Warmth and Competence Sell Best? The “Golden Quadrant” Shifts as a Function of Congruity With the Product Type, Targets’ Individual Differences, and Advertising Appeal Type

Although a large body of research has documented country-of-origin effects, very few works have inquired systematic differences in the content of national stereotypes that shape attitudes toward foreign products and their manufacturers. Drawing from the stereotype content model, the authors propose that the often ignored warmth dimension of the origin country is as important as (sometimes more important than) the well-studied competence dimension in certain situations. As shown in two studies, perceived warmth of the origin country predicts purchase intention in normal situations as well as after product failure. Copyright © 2013 John Wiley & Sons, Ltd.

Huimin Xu

Papers

It is nice to be important, but it is more important to be nice: Country-of-origin's perceived warmth in product failures