An understanding of how brand traits influence brand evaluation and positive eWOM intentions is important for companies because it could help them to optimize their brand for success. Based on...Show moreAn understanding of how brand traits influence brand evaluation and positive eWOM intentions is important for companies because it could help them to optimize their brand for success. Based on social perception literature, this study (N = 179) investigated the effect of perceived brand morality, sociability and competence on brand evaluation and positive eWOM intentions. The study also looks at the role of product type. This was investigated using an online survey on six existing brands. The results indicated that morality, sociability and competence together predict a positive brand evaluation. Yet, there is no clear individual contribution from any one of these three brand traits. Additionally, brand competence was the only trait that predicted positive eWOM intentions concerning the brands. No effect for product type was found. The results did not clearly support the hypotheses, but suggest that morality in brand perception is not as important as in social perception. Further research is needed to get a better understanding of the influence of brand traits on consumer behavior.Show less
Knowing how perceived brand traits influence consumers could give companies essential insights to improve their strategies and campaigns. Previous research has shown perceived brand personality...Show moreKnowing how perceived brand traits influence consumers could give companies essential insights to improve their strategies and campaigns. Previous research has shown perceived brand personality traits to affect consumer behavior. This study aims to determine the relation between perceived competence and perceived morality on consumer purchase intention and brand evaluation, including a possible moderating role of perceived brand gender cues. An online survey was conducted with 178 participants. The results showed that morality predicted consumer purchase intention as well as brand evaluation. Competence only positively influenced consumer purchase intention. Surprisingly, a contradicting negative interaction was found between competence and morality on consumer purchase intention. Furthermore, competent perceived companies have more purchase intention when they are perceived as masculine. The findings of this study confirm the importance of perceived brand traits and introduce perceived morality, consumer brand evaluation and perceived brand gender cues as new valuable variables in these relations.Show less
Creating value is a fundamental skill during dyadic negotiations. Negotiators who ask themselves the question: ‘how can we expand the pie instead of sharing it’ reach better agreements. This...Show moreCreating value is a fundamental skill during dyadic negotiations. Negotiators who ask themselves the question: ‘how can we expand the pie instead of sharing it’ reach better agreements. This research was affected by the measurements resulting of COVID-19 and therefore partly executed the way it was intended. The experiment (N = 74) tested value creation amongst negotiations with unequal power distribution. Negotiators participated in a role playing game where they had to negotiate about four issues and had the possibility to add 3 more optional issues. The challenge to expand the pie for both players was found in the mandatory-optional paradigm, a payoff schedule specially designed for this research. Participants were divided into two benefit conditions (powerful could add more value or the powerless could add more value). Results were analyzed out of our two control conditions and showed that the powerful players reached higher outcomes than the powerless players and thus seemed better in adding more value. This however, was not found. The difference in adding more value to the agreement between the two players was not significant. Reasons, limitations and implications are discussed and suggestions for further research are proposed.Show less
Morally responsible and ethical conduct has become more important for companies in recent years. The present study (N = 178) examines whether perceived brand traits differentially influence the...Show moreMorally responsible and ethical conduct has become more important for companies in recent years. The present study (N = 178) examines whether perceived brand traits differentially influence the purchase intentions of consumers. Additionally, the moderating effects of type of organization (for-profit versus non-profit) and gender are examined. The results partly support the hypotheses and indicate that perceived competence and perceived morality both relate to purchase intentions. In addition, for non-profit organizations, purchase intentions are mostly predicted by morality, whereas for for-profit organizations, competence most strongly predicts purchase intentions. The results further show that women’s purchase intentions are most strongly related to perceived morality, whereas men’s purchase intentions are related to perceived competence. Lastly, organization type and gender seem to have important moderating influences on the relationship between brands’ trait dimensions and consumers’ purchase intentions. Importantly, advertising organizational morality and competence appears to be an effective strategy for companies to keep consumers interested.Show less
Volgens Van Tol (2016) heeft machtsdistributie invloed op hoe een groepsonderhandeling verloopt. Mensen met veel macht kunnen invloed uitoefenen op de beslissingen tijdens het onderhandelen. De...Show moreVolgens Van Tol (2016) heeft machtsdistributie invloed op hoe een groepsonderhandeling verloopt. Mensen met veel macht kunnen invloed uitoefenen op de beslissingen tijdens het onderhandelen. De resultaten van Van Tol (2016) geven inzicht op welke effecten iemand met totale macht (dictatorschap) zou kunnen hebben op een groepsonderhandeling tussen drie personen. In dit onderzoek worden deze effecten verder vergeleken met groepen waar er sprake is van gelijke macht of een baas (zonder beslisbevoegdheid). Daarmee wordt bedoeld bazen zonder totale macht. Er wordt voorspeld dat groepen met gelijke macht of met een baas gezamenlijk meer punten zullen behalen dan een groep met een dictator. Daarnaast wordt er verwacht dat groepen met een vrouwelijke baas de punten eerlijker zullen verdelen dan groepen met een mannelijke baas. Tot slot wordt er verondersteld dat vrouwen in de rol van dictator gezamenlijk meer punten verzamelen en opzichte van mannelijke dictators. Er is een rollenspel uitgevoerd met groepen van drie personen. Voor dit onderzoek zijn er in totaal n=276 respondenten geworven (n=138 vrouwen, n=138 mannen), verdeeld over n= 92 groepen. De data is online verzameld. De resultaten van het onderzoek ondersteunen de voorspellingen deels. Er is een klein verschil tussen de effecten van groepen met gelijke macht of een baas en groepen met een dictator. Vervolgens blijkt dat geslacht daarbij geen grote rol speelt. Uiteindelijk blijkt dat de groepen met een vrouwelijke dictator minder punten hebben behaald dan groepen met een mannelijke dictator. Concluderend kan er gezegd worden dat geslacht een kleine, maar geen significante invloed heeft op machtsgebruik bij groepsonderhandelingen.Show less
What effect do female leaders have on group negotiation outcomes, and do these effects differ from male leaders? Female leaders have been predicted to achieve higher aggregate outcomes of group...Show moreWhat effect do female leaders have on group negotiation outcomes, and do these effects differ from male leaders? Female leaders have been predicted to achieve higher aggregate outcomes of group bargaining than male leaders due to their cooperative and democratic leadership style. It was investigated whether this difference is greater in a negotiating situation in which the leader has limited power and no full power. Finally, the current study examined whether satisfaction with female leaders is higher than satisfaction with male leaders. Results from a role-playing game in which three people had to negotiate in an “Aloha Beach Club” exercise do not support these predictions. The effects of female and male leaders on the outcomes of group negotiations did not differ and people were not more satisfied with female leaders than male leadersShow less
What is the effect of power of leaders on group negotiations? And is there a difference between male and female leaders? Divergent levels of power of the leader, the gender of the leader, or a...Show moreWhat is the effect of power of leaders on group negotiations? And is there a difference between male and female leaders? Divergent levels of power of the leader, the gender of the leader, or a combination of both, had been predicted to affect negotiation outcomes. The ‘Aloha Beach Club’ negotiation task was used in this study, where participants had to negotiate six topics in groups of three. A 3 (Power of the leader: Dictator vs. Boss vs. Equal power) x 2 (Gender of the leader: Male vs. Female) design was conducted. Results showed that men scored higher individual outcomes than women if everyone in their group had the same level of power. Female leaders who were given dictator power scored higher individual outcomes than female leaders who had the same level of power as the rest of their group. Results did not support other predictions about the effect of power or gender of leaders on individual or group negotiation outcomesShow less
Are there differences in individual negotiation outcomes between a male leader and a female leader? Does the gender of the leader influence the group outcomes? These questions were investigated...Show moreAre there differences in individual negotiation outcomes between a male leader and a female leader? Does the gender of the leader influence the group outcomes? These questions were investigated through the negotiation task “Aloha Beach Club” which took place during an online video negotiation in groups of three. It has been found that there is indeed a difference in negotiation outcomes between a male and a female leader. When everyone has equal power, male negotiators score more points than female negotiators. These gender effects disappear when women experience power and when the situation is clear and negotiation is allowed. In addition, this study also found that female leaders do not cause to group members achieving equally distributed outcomes.Show less
What is the difference between a male and female negotiator during negotiation? That is one of the main questions asked in this research. Since there has not been much previous research with this...Show moreWhat is the difference between a male and female negotiator during negotiation? That is one of the main questions asked in this research. Since there has not been much previous research with this kind of setup, the negotiation experiment was carried out in groups of three. Predicted is that leaders with a pro social motive will achieve a higher group outcome than leaders who are pro self motivated. Pro socially motivated leaders will develop a sense of responsibility over the negotiators who are less powerful and will help them achieve a good score on the negotiation experiment. Previous research has shown that women are better leaders during negotiations than men. Moreover, with their character traits, powerful women can accomplish better integrative scores than powerful men. Results of this negotiation experiment show that there has not been found supporting evidence for the statements shown above. Finally, strengths and limitations are mentioned as well as advice for future research.Show less
In this study it has been determined how a chairman or dictator and his gender are related to the joint outcome of a three-person group negotiation. As owners of the fictional Aloha Beach Club,...Show moreIn this study it has been determined how a chairman or dictator and his gender are related to the joint outcome of a three-person group negotiation. As owners of the fictional Aloha Beach Club, participants had to agree on six topics. In order to achieve the most points (integrative outcome), the group interest was central to the personal interest. In this study, group negotiations led by the male dictator were expected to achieve a better common outcome than negotiations with a female dictator. In the group negotiations led by the chairman, the opposite effect was expected in terms of gender. This is because, according to the prevailing stereotypes, men are seen as directive and task-oriented and women as helpful and sympathetic. These expectations have not been proven in this study.Show less
Wat is de invloed van macht op de geslachten in driepersoons groepsonderhandelingen? Kijkend naar stereotypes hebben mannen een voordeel met onderhandelingen ten opzichte van vrouwen. Eigenschappen...Show moreWat is de invloed van macht op de geslachten in driepersoons groepsonderhandelingen? Kijkend naar stereotypes hebben mannen een voordeel met onderhandelingen ten opzichte van vrouwen. Eigenschappen die nodig zijn voor een goede onderhandeling - die we tevens eerder toeschrijven aan mannen dan aan vrouwen - zijn dominantie en assertiviteit. De verwachting was dat vrouwen die macht toegewezen kregen hogere individuele uitkomsten hebben dan vrouwen die geen macht toegewezen kregen. Bovendien zouden groepen met mannen in de meerderheid lagere gezamenlijke groepsuitkomsten hebben, omdat mannen competitiever zijn. Vrouwen zijn juist coöperatief en groepen met vrouwen in de meerderheid zullen daarom hogere groepsuitkomsten behalen. Deze voorspellingen zijn onderzocht met een rollenspel experiment voor driepersoons onderhandelingen genaamd “Aloha Beach Club”, deze onderhandelingstaak werd uitgevoerd via videobellen. De resultaten vertellen ons dat er geen verschil tussen de geslachten is betreffende de groepsuitkomsten. Wel is het zo dat vrouwen zonder toegewezen macht lagere individuele uitkomsten halen dan mannen, maar zodra ze wel macht krijgen doen ze niet meer onder voor mannen. Een verklaring voor dit resultaat kan zijn dat door het videobellen de verschillen tussen de geslachten minder aanwezig en herkenbaar waren, waardoor er niet naar stereotypes gehandeld werd. What is the influence of power on the genders in three-person group negotiations? Looking at the stereotypes, men tend to have an advantage of women. Qualities that are needed for negotiations – that we assign to men more often than to women – are dominance and assertiveness. The expectation was that women that got assigned to a position where they are powerful, would get higher individual outcomes in negotiations than women who did not get assign to a position of power. Also, groups with a majority of men would get lower group outcomes than groups with a majority of women, because men are more competitive. Women are cooperative, and groups with a majority of women will get higher group outcomes. The expectations were tested in the three-person groups negotiation task “Aloha Beach Club”, the negotiation task was done by video calling. The results show that there is no difference between the genders in joint group outcomes. But they did show that women without any power get lower individual scores than men, but as soon as they are assigned to a position of power, they don’t get any fewer individual points than men. An explanation for this result could be that because of the video calling, the differences in gender were less present and recognizable, causing that stereotypes were not acted upon.Show less
This research takes a look at groups without leader, leaders without decision-making power and groups with decision-making power and the difference in the use of power between men and women. The...Show moreThis research takes a look at groups without leader, leaders without decision-making power and groups with decision-making power and the difference in the use of power between men and women. The study predicted a difference between the power-conditions and that men would score higher than women. It is possible that there are differences between the these groups, but those are not found in this research.Show less
