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Brands As Intentional Agents: Response to Commentaries

Journal of Consumer Psychology

Journal of Consumer PsychologySusan T. Fiske, Princeton University
Chris Malone, Fidelum Partners
Nicolas Kervyn, University of Louvain

We are grateful for the stimulating and hospitable welcome to us as guests in consumer psychology. As sojourners, we share a keen interest, but know that we come to visit without knowing the territory intimately.

Granted, Chris Malone is an experienced, senior marketing practitioner who now owns a research-based consulting firm with a particular interest and specialization in this area. In addition, Nicolas Kervyn, trained as an experimental social psychologist, has worked and consulted in marketing. Susan Fiske, trained as an experimental social psychologist, had kibitzed in consumer psychology since she first served on the JCP board as an assistant professor.

However, none of us has imperialist ambitions in consumer psychology. We are happy nonetheless to offer our framework as what seems to us a potentially useful complement to prior and ongoing related work. These exceptionally thoughtful commentaries broaden and inform our framework (Kervyn, Fiske, & Malone, 2012–this issue). In return, we offer some responses regarding our own view of the Brands as Intentional Agents Framework (BIAF), its parent, the Stereotype Content Model (SCM), and relationships with the commentators’ own contributions.

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