How loyal are you, your friends or your customers to the celebrities, companies and brands that interest you? The Loyalty Test allows you to rate your loyalty to a selected brand, or quickly and anonymously gather views from your friends or customers.
How does it work? A combination of warmth and competence perceptions stimulates a predictable pattern of emotions and behavior toward that company, brand or celebrity.
BP's lack of competence and insensitivity in handling the Deepwater Horizon oil rig explosion in 2010 cause Americans to rate the company far below average on both warmth and competence. This results in strong feelings of contempt and rejection for BP.
Most Americans rate the U.S. Postal Service to be above average on warmth but below average on competence. This causes feelings of sympathy but also neglect for the USPS, as evidenced by its steady decline in use.
Tiger Woods is viewed as a competent and successful athlete, but lacking in warmth because of his marital infidelities. This results in feelings of envy, distrust and grudging respect.
Bill Gates' business success and extensive philanthropic efforts have caused the American public to rate him above average on both warmth and competence. As a result, most people feel admiration and loyalty toward him.
Paula Abdul's behavior as a judge on American Idol led the public to view her as highly warm but not very rational or competent. As a result, Americans developed sympathetic but neglectful feelings toward her, which ultimately led to her replacement on the show.
Americans rate Coca-Cola to be above average on both warmth and competence due to the consistency, popularity and the pervasive availability of its products. This causes people to feel admiration, respect and loyalty toward the brand.
Mercedes-Benz is associated with wealth, luxury and exclusivity, causing Americans to rate it highly competent but not very warm or approachable. As a result, the Mercedes name evokes feelings of envy but also distrust.
Fidel Castro's track record of hostility toward the U.S. and failed economic policies cause American adults to rate him below average on both warmth and competence. This results in feelings of contempt and rejection toward him.