For our ancestors who lived thousands of years ago, the ability to recognize people, to correctly judge their intentions, and to build trusting relationships was crucial to their survival. Today, hard wired by evolution, we repeatedly judge others when we interact with them, assessing them along the same two key social dimensions that our ancestors did: warmth and competence.
People also make the same judgments about brands – spontaneously assessing them for warmth and competence.
To explore the impact of brand....