Does your brand exude warmth? If so, you’re on your way to securing a loyal audience. The researchers at Princeton University conducted a study for The Relational Capital Group where they evaluated the impact of warmth and competence perceptions on loyalty to eight national brands.
They concluded that people judge brands the same way they judge people, which is more by instinct than fact and that there is a statistical correlation between consumer loyalty and how the consumer perceives each brand’s warmth and competence.
Why warmth and competence? Social psychologists say that Mother Nature has gifted us with the ability to make those two judgments swiftly and accurately as part of that “fight or flight” mechanism that we’ve had since caveman days.