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

Gendered advertising: content, effectiveness and effects – psychological perspective

“…However, Zawisza and Pittard (2015; point out, and demonstrate empirically, that the greater effectiveness of such 'communal' advertising strategies is moderated by factors absent in social perception but present in advertising context. For example, the nontraditional househusband male character resulted in lower ad effectiveness than the traditional businessman when the product was high involving (i.e.…”

“…Based on these findings we argue that the BIAF/SCM models need to be extended by adding a relevance principle. Specifically, the effectiveness of the communal vs agentic advertising strategies is determined by the relevance of warmth and competence to factors present in advertising context but absent in social interactions such as the product type, consumer individual differences and appeal type Zawisza and Pittard, 2015). These findings are important as they shed new light onto the possible explanation for the early inconsistencies in the literature pertaining to the effectiveness of female portrayals in advertising.…”

“…Specifically, non-traditional representations of men and women, such as businesswomen and househusbands, are examples of envious and paternalistic stereotypes respectively (Eckes, 2002). Importantly, there is a primacy of warmth over competence (Fiske, Cuddy and Glick, 2007, although see Abele, 2008 andPittard, 2015 for discussion and illustration of moderating variables). Namely, affective and behavioral judgments are influenced to a greater extent by warmth than competence -specifically, warmth predicts the valence of the judgment, whereas competence predicts its extremity (Fiske, Cuddy and Glick, 2007).…”

Does it pay to break male gender stereotypes in advertising? A comparison of advertisement effectiveness between the United Kingdom, Poland and South Africa

“…Alternatively, in conditions of high involvement, consumers are more likely to pay attention to the real merits of the advertising message, such as the strength of arguments, and therefore simple peripheral cues will have lesser impact on their attitudes and purchase decisions. Recent research also shows that the level of product involvement may determine the relevance of the warmth and competence (of the stereotype used in the advertisement) to the advertised product and may thus affect advertisement effectiveness (Zawisza & Pittard, 2015). These possibilities require further systematic investigation in order to establish the generalizability of the current findings across products and market contexts that vary in involvement level.…”

“…Eckes (2002), for instance, found that 'businessman' and 'businesswoman' types are perceived as 'envious' , whereas the 'housewife' type is viewed as 'paternalistic' . They have also been shown to apply to consumer context (Kervyn, Fiske, & Malone, 2012;Zawisza & Pittard, 2015).…”