Tasteful Brands: Products of Brands Perceived to be Warm and Competent Taste Subjectively Better

On the basis of previous research, the authors hypothesize that (a) person descriptive terms can be organized into the broad dimensions of agency and communion of which communion is the primary one; (b) the main distinction between these dimensions pertains to their profitability for the self (agency) vs. for other persons (communion); hence, agency is more desirable and important in the self-perspective, and communion is more desirable and important in the other-perspective; (c) self-other outcome dependency increases importance of another person's agency. Study 1 showed that a large number of trait names can be reduced to these broad dimensions, that communion comprises more item variance, and that agency is predicted by self-profitability and communion by other-profitability. Studies 2 and 3 showed that agency is more relevant and desired for self, and communion is more relevant and desired for others. Study 4 showed that agency is more important in a close friend than an unrelated peer, and this difference is completely mediated by the perceived outcome dependency. (c) 2007 APA, all rights reserved.

In seems there are two dimensions that underlie most judgments of traits, people, groups, and cultures. Although the definitions vary, the first makes reference to attributes such as competence, agency, and individualism, and the second to warmth, communality, and collectivism. But the relationship between the two dimensions seems unclear. In trait and person judgment, they are often positively related; in group and cultural stereotypes, they are often negatively related. The authors report 4 studies that examine the dynamic relationship between these two dimensions, experimentally manipulating the location of a target of judgment on one and examining the consequences for the other. In general, the authors' data suggest a negative dynamic relationship between the two, moderated by factors the impact of which they explore. Copyright 2006 APA, all rights reserved.