Warmth & Competence Define Brands, Companies & Experiences

Brands Are People Too Cover

Nicolas Kervyn, University of Louvain
Susan T. Fiske, Princeton University
Chris Malone, Fidelum Partners

People form impressions about brands, companies and experiences as they do about individual people and social groups. The HUMAN Brand™ Insights Model, also known as the Brands as Intentional Agents Framework (BIAF) in academia, was developed a decade ago leveraging the widely recognized and extensively validated Warmth & Competence model of human social perception. During the past decade, warmth and competence perceptions have also been shown to predict a wide range of consumer behaviors, as documented in over 400 peer-reviewed academic papers. This paper highlights and summarizes the most notable academic research findings derived from the BIAF insights model from around the world over the past ten years.

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