Unintended Consequences of Warmth Appeals: An Extension of the Compensation Effect between Warmth and Competence to Advertising

This study examined the conditions under which warmth advertising appeals can render unintended negative effects on perceived brand competence and product quality. Study 1 demonstrated that a warmth advertising appeal reduced perceived competence of the brand compared to a non-warmth appeal when the brand belongs to a product category associated with strength rather than gentleness, and this attenuated competence of the brand led to decreased product quality perceptions. Study 2 revealed that this negative effect was further exacerbated among those with a prevention focus rather than a promotion focus. In both cases, brand competence mediated the effect on perceived product quality. This study is the first to identify such a compensation effect between warmth and competence in an advertising context. This study also suggests that warmth advertising appeals should be used strategically to avoid potentially negative effects on brand perceptions.