Figure 1
A path model depicting the indirect effects of warmth and competence on consumers’ loyalty towards the brand through taste. Path coefficients are the standardized beta coefficients. Note. *** p<.001.
Table 1
The effect of warmth and competence factors on warmth/competence manipulation check items and taste scale.
| Measure | Cold M (SD) | Warm M (SD) | F(3, 108) | Cohen’s d | Incompetent M (SD) | Competent M (SD) | F(3, 108) | Cohen’s d |
|---|---|---|---|---|---|---|---|---|
| Warmth: ‘Morena’ takes the public’s interest at heart. | 2.86 (1.30) | 4.85 (1.20) | 68.63*** | 1.59 | 3.73 (1.52) | 3.91 (1.69) | 0.21, ns. | 0.17 |
| Competence: ‘Morena’ is skilled and effective at achieving its goals. | 4.19 (2.90) | 4.28 (1.32) | 0.01, ns. | 0.04 | 3.27 (2.82) | 5.18 (0.86) | 22.96*** | 0.92 |
| Taste scale | 4.31 (1.14) | 5.04 (1.23) | 10.29** | 0.62 | 4.41 (1.27) | 4.91 (1.15) | 4.63* | 0.41 |
[i] Note. Results from a 2 (Warmth: cold vs. warm) × 2 (Competence: incompetent vs. competent) ANOVA with warmth/competence manipulation check item or taste scale as the DV. The interaction terms in all analyses were non-significant (ps > .85). ***p < .001. **p < .01. *p < .05.
Figure 2
A path model depicting the indirect effects of warmth and competence on consumers’ buying intentions through taste. Path coefficients are the standardized beta coefficients. Note: ***p < .001. **p < .01. *p < .05.
Figure 3
A path model depicting the indirect effects of warmth and competence through taste on participants’ willingness to participate in advertising campaign measured by provision of e-mail. Path coefficients are the unstandardized B-coefficients. Note: ***p < .001. **p < .01. *p < .05.