The Effects of Anthropomorphized Brand Positioning on Consumers’ Brand Evaluation: The Moderating Effect of Social Connection and Perceived Power

2017 ◽  
Vol 28 (6) ◽  
pp. 45-74 ◽  
Author(s):  
Sung Youl Jun ◽  
Sora Kim ◽  
Hye Kyung Park
Keyword(s):  
Moderating Effect ◽  
Social Connection ◽  
Brand Positioning ◽  
Brand Evaluation ◽  
Perceived Power

Matching green messages with brand positioning to improve brand evaluation

2020 ◽  
Vol 119 ◽  
pp. 25-40 ◽  
Author(s):  
Victoria Vilasanti da Luz ◽  
Danielle Mantovani ◽  
Marcelo Vinhal Nepomuceno
Keyword(s):  
Brand Positioning ◽  
Brand Evaluation

Extremism Leads to Ostracism

2020 ◽  
Vol 51 (3) ◽  
pp. 149-156
Author(s):  
Andrew H. Hales ◽  
Kipling D. Williams
Keyword(s):  
Mixed Effects ◽  
Social Connection ◽  
Mixed Effects Modeling ◽  
Activist Groups

Abstract. Ostracism has been shown to increase openness to extreme ideologies and groups. We investigated the consequences of this openness-to-extremity from the perspective of potential ostracizers. Does openness-to-extremity increase one’s prospects of being ostracized by others who are not affiliated with the extreme group? Participants rated willingness to ostracize 40 targets who belong to activist groups that vary in the type of goals/cause they support (prosocial vs. antisocial), and the extremity of their actions (moderate vs. extreme). Mixed-effects modeling showed that people are more willing to ostracize targets whose group engages in extreme actions. This effect was unexpectedly stronger for groups pursuing prosocial causes. It appears openness-to-extremity entails interpersonal cost, and could increase reliance on the extreme group for social connection.

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