Competitive Or Complementary?-The Impact Of Social Cognitive Dimensions And Product Display Types On Consumer Evaluation And Willingness To Buy

Based on the theory of brading,stereotype content model(SCM)and some other related theories,this paper aims to explore how the social cognitive dimensions(warmth or competence)and product display types(competitive or complementary)affect consumers' evaluation and the willingness to buy.Through four experimental studies,we find that social cognitive dimensions and social relations are conceptually linked,that is,competence(warm)perception and competitive(complementary)relationship is related.When the social cognitive dimensions and product display patterns match,people will process information more easily and fluently,and then people will evaluate the new product more positively.It is embodied in the fact that,in the context of competence(warm)perception,when the new product is presented together with competitive(complementary)products,consumers will perceive higher conceptual fluency compared to the complementary(competitive)display situation,and thus the evaluation and purchase intention of the new product will be higher than the complementary(competitive)display situation.And it is worth noting that in the context of perceived warmth,the complementary display effect is significantly better than the competitive display.