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The Loyalty Test

About the Test



 
Warm & Incompetent

Those who are perceived as being warm yet incompetent evoke emotions of sympathy and pity. Behaviorally, this drives indifference and neglect.

Warm & Competent

People, companies and brands who are perceived as being warm and competent evoke emotions of admiration and pride amongst consumers. Behaviorally, this drives attraction, affiliation and alliance.

Cold & Incompetent

Those who are perceived as being cold and incompetent evoke emotions of contempt and disgust. Behaviorally, this drives rejection and disassociation.

Cold & Competent

Companies, brands and people who are perceived as being cold yet competent evoke emotions of envy and jealousy. Behaviorally, this drives begrudging cooperation and obligatory association.

 

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