The risk of omitting warmth or competence information in ads: Advertising strategies for hedonic and utilitarian brand types

Researchers have shown that consumers perceive brands, as they do people, on the basis of two dimensions: warmth and competence.
Peter and Ponzi


  • Customers judge brands, as they do other people, on two fundamental dimensions: warmth and competence.
  • Brand types relate differently to these two dimensions: Hedonic brands score high on the warmth dimension, whereas utilitarian brands primarily stand for competence.

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