Brands as Intentional Agents Framework: How Perceived Intentions and Ability Can Map Brand Perception

Abstract

Building on the Stereotype Content Model, this paper introduces and tests the Brands as Intentional Agents Framework. A growing body of research suggests that consumers have relationships with brands that resemble relations between people. We propose that consumers perceive brands in the same way they perceive people. This approach allows us to explore how social perception theories and processes can predict brand purchase interest and loyalty. Brands as Intentional Agents Framework is based on a well-established social perception approach: the Stereotype Content Model. Two studies support the Brands as Intentional Agents Framework prediction that consumers assess a brand's perceived intentions and ability and that these perceptions elicit distinct emotions and drive differential brand behaviors. The research shows that human social interaction relationships translate to consumer-brand interactions in ways that are useful to inform brand positioning and brand communications.

Figure 1

Distribution of social groups on the competence and warmth dimension in the Stereotype Content Model (Cuddy et al., 2007). NB: Groups labels were provided by pretest participants in another study, the specific labels are not endorsed by the authors.

Figure 2

Brands as Intentional Agents Framework dimensions, clusters and emotions.

Figure 3

Intention and ability scores of the 16 brands, mean intention and ability scores, and cluster groupings (Study 2).