Changing the warmth and competence dimensions: Experimental validation in the context of insurance consultants

Roger Seiler

Zurich University of Applied Sciences

Currently the author is a project manager and researcher at the Institute of Marketing Management of the Zurich University of Applied Sciences. Customer Relationship Management (CRM), trust, mobile Commerce and e-Commerce are the research focus of the presenter. Further, the author specializes in online research methods and has developed at tool A/B-testing named SilentSurfer, which enables A/B testing using existing live web content.The author holds a Master degree in Business Informatics from the University of Zurich and a doctoral degree in Economy from the University of Bern. Trustworthiness of online shops and the effects on the relational and transactional aspect of customer value was the topic of the author’s dissertation.The presenter has working experience as international project manager and programmer in mobile marketing. Further, working experience in various industries and companies such as Bracker S.A. (Colmar, France), Deutsche Bank (Frankfurt, Germany) and Siemens (Switzerland) add to the working experience profile.

Abstract

When you fall for someone’s personality, everything about them becomes beautiful. —Marilyn Monroe Abstract Purpose: The Stereotype Content Model (SCM) postulates that consumers perceive other individuals primarily in... [ view full abstract ]

Authors

  1. Roger Seiler (Zurich University of Applied Sciences)
  2. Juerg Hari (Zurich University of Applied Sciences)
  3. Senem Kavci (Zurich University of Applied Sciences)

Topic Area

Consumer Behaviour Track: Click here for the Consumer Behaviour track

Session

PT1-CB1 » Consumer Behaviour (10:00 - Tuesday, 7th July)

Paper

WARMTH_AND_COMPETENCE_AM15_Final_Submission.pdf

Presentation Files

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