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

Area of Science:

• Consumer Psychology
• Social Perception
• Brand Management

Background:

• Consumer relationships with brands increasingly mirror human interpersonal relationships.
• Existing research suggests applying social perception theories to understand consumer-brand dynamics.

Purpose of the Study:

• Introduce and test the Brands as Intentional Agents Framework (BIAF).
• Explore how social perception processes predict consumer purchase interest and brand loyalty.
• Investigate the translation of human social interaction principles to consumer-brand interactions.

Main Methods:

• The study is grounded in the established Stereotype Content Model (SCM).
• Two empirical studies were conducted to test the BIAF predictions.
• Data analysis focused on perceived brand intentions, ability, elicited emotions, and resulting behaviors.

Main Results:

• Consumers assess brands based on perceived intentions and ability, analogous to evaluating people.
• These perceptions of brand intentionality and ability elicit distinct emotional responses.
• Differential emotions and perceptions drive varied consumer behaviors, including purchase interest and loyalty.

Conclusions:

• The Brands as Intentional Agents Framework provides a robust model for understanding consumer-brand relationships.
• Perceived brand intentions and ability are key drivers of consumer emotions and behaviors.
• Findings offer valuable insights for informing brand positioning and communication strategies.