Effect Of Description Valence Type On Warmth/Competence Perception Of Product Based On Stereotype Content Model

Stereotype content model(SCM)is a widely-used concept in the study of interpersonal relationships in social psychology.The relationship between consumer and product is similar to interpersonal relationship.The stereotype content model provides a new perspective and new methodology for the study of the relationship between the consumer and the purchase of products.Based on the stereotype content model,this article mainly discussed the interaction effects of people's attitude towards a product and the descriptions of mixed valence on warmth/competence on people's perceptions of warmth and competence of a product.Also,the medication effect of people's perception of credibility of the descriptions was tested.A 2(univalent vs.mixed)×2(manipulated dimension:warmth vs.competence)× 2(valence of constant trait:positive vs.negative)between subject experimental design was used in both 2 experiments.The results in Experiment 1 indicated that people's attidtude was a risk factor of people's perceptions of warmth and competence of a product.Also,people's attitude moderated the effect of descriptions of mixed valence and people's perceptions of warmth and competence of a product.In Experiment 2,the medication effect of people's perception of credibility of the descriptions was tested and the results indicated people's perception of credibility of the descriptions mediated the moderation effect in Experiment 1.Findings of this article extend the compensation effect of stereotype content model in the consumer psychology.Implications,shortcomings and future directions were also discussed.