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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.
Lebron James’ long-term success as an elite NBA player and public support for social and political causes have earned him respect on and off the basketball court. As a result, most people feel admiration and loyalty toward him.
Vladimir Putin’s track record of hostility toward western nations and repressive domestic policies cause American adults to rate him below average on both warmth and competence. This results in feelings of contempt and rejection toward him.
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.
Elon Musk is viewed to be a competent and wealthy business person, but lacks warmth and trustworthiness because of his controversial public statements and actions. This results in feelings of envy, distrust and grudging respect.
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.
American adults view Kamala Harris to be warm and well-intentioned, but somewhat less capable and competent than average, relative to other celebrities and politicians. This results in feelings of sympathy, but also neglect.
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.
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.
