Unintended Consequences of Warmth Appeals: An Extension of the Compensation Effect between Warmth and Competence to Advertising
研究发现，当品牌属于与力量相关的产品类别时，广告中的温暖诉求会降低消费者对品牌能力和产品质量的感知，且这种负面效应在预防焦点型消费者中更明显。
This study examined the conditions under which warmth advertising appeals can render unintended negative effects on perceived brand competence and product quality. Study 1 demonstrated that a warmth advertising appeal reduced perceived competence of the brand compared to a non-warmth appeal when the brand belongs to a product category associated with strength rather than gentleness, and this attenuated competence of the brand led to decreased product quality perceptions. Study 2 revealed that this negative effect was further exacerbated among those with a prevention focus rather than a promotion focus. In both cases, brand competence mediated the effect on perceived product quality. This study is the first to identify such a compensation effect between warmth and competence in an advertising context. This study also suggests that warmth advertising appeals should be used strategically to avoid potentially negative effects on brand perceptions.