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Brands as Intentional Agents Framework: How Perceived Intentions and Ability Can Map Brand Perception

Author(s): Kervyn, Nicolas; Fiske, Susan T.; Malone, Chris

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Abstract: Building on the Stereotype Content Model, this paper introduces and tests the Brands as Intentional Agents Framework. A growing body of research suggests that consumers have relationships with brands that resemble relations between people. We propose that consumers perceive brands in the same way they perceive people. This approach allows us to explore how social perception theories and processes can predict brand purchase interest and loyalty. Brands as Intentional Agents Framework is based on a well-established social perception approach: the Stereotype Content Model. Two studies support the Brands as Intentional Agents Framework prediction that consumers assess a brand’s perceived intentions and ability and that these perceptions elicit distinct emotions and drive differential brand behaviors. The research shows that human social interaction relationships translate to consumer-brand interactions in ways that are useful to inform brand positioning and brand communications.
Publication Date: Apr-2012
Electronic Publication Date: Mar-2012
Citation: Kervyn, Nicolas, Fiske, Susan T, Malone, Chris. (2012). Brands as intentional agents framework: How perceived intentions and ability can map brand perception. Journal of Consumer Psychology, 22 (2), 166 - 176. doi:10.1016/j.jcps.2011.09.006
DOI: doi:10.1016/j.jcps.2011.09.006
ISSN: 1057-7408
Pages: 166 - 176
Type of Material: Journal Article
Journal/Proceeding Title: Journal of Consumer Psychology
Version: Author's manuscript

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