Consumers Judge Brands The Way They Do People, Study Finds

Researchers say human traits of ‘warmth and competence’ hold key to brand loyalty PHILADELPHIA, Aug. 30—People evaluate brands in the same way that they instinctively perceive and judge one another – in terms of warmth and competence – and these judgments are highly predictive of brand purchase intent and loyalty, according to a study released today. The study was conducted by The Relational Capital Group and a team of researchers at Princeton University led by Drs. Susan T. Fiske and Nicolas O. Kervyn....