Chris speaks on RCG’s study comparing consumer perceptions of Burger King and its top competitor McDonald’s. September 2010.
Article highlights the findings of RCG’s research on consumers’ perceptions of a brand’s warmth. The study was conducted by Chris Malone and a team of Princeton University researchers led by Susan T. Fiske and Nicolas O. Kervyn. September 2010.
Chris speaks on how the handling of the 2009 recall of infant’s and children’s Tylenol impacted brand loyalty and the consumer confidence. September 2010.
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Chris Malone, Dr. Susan Fiske and Dr. Nicolas Kervyn recognized with Best Paper Award at International Colloquium on Consumer-Brand Relationships
PHILADELPHIA, April 19, 2011 /PRNewswire/ — Leading academics at The 2nd International Colloquium on Consumer-Brand Relationships awarded “The Influence of Warmth & Competence on Brand Relationships,” with the Best Paper Award at their annual research conference. The research paper is based on a study by co-authors Chris Malone, Dr. Susan Fiske and Dr. Nicolas Kervyn.
The award-winning paper evaluated the impact of warmth and competence perceptions on purchase intent and loyalty for twenty-seven different national brands. It found that consumers’ behavior toward brands is strongly linked to their instinctive warmth and competence assessments of them, as has been widely documented regarding humans’ assessments of one another.
“This research sheds new light on why consumers develop relationships with brands and, in particular, which brand qualities or personality characteristics encourage deeper relationships,” said Susan Fournier, Associate Professor of Marketing at Boston University and co-founder of The International Colloquium on Consumer-Brand Relationships. “The study is ground-breaking in its application of a well-established social perception model to understand consumers’ relationships with brands. This is a great example of what can be accomplished when academics and practitioners collaborate to address important business questions.”
About The Relational Capital Group
The Relational Capital Group is a research-based, brand loyalty and relationship marketing firm that helps organizations build and strengthen the brand relationships that drive their growth and profitability. They are recognized as world-class experts on the principles, process and science of consumer-brand relationships. The firm is located in Philadelphia, PA.
About Dr. Susan T. Fiske
Dr. Fiske, Eugene Higgins Professor of Psychology at Princeton University, is a social psychologist renowned for her work on social cognition, stereotypes, and prejudice. She has authored over 250 publications and written several books.
About Dr. Nicolas O. Kervyn
Dr. Kervyn earned his masters and doctoral degrees in psychology from the Catholic University of Louvain and is currently a research fellow at Princeton University, working closely with Dr. Fiske. He has published several research papers on warmth and competence, social perception, and group stereotypes.
Scott Addis, President and CEO of The Addis Group, writes about the importance of Relational Capital in the insurance industry. September 2010
Chris Malone was a guest on CNBC’s Closing Bell with Maria Bartiromo at 4:25 pm on Wednesday, September 29, 2010. Watch the segment below:
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Until you are credible, your clients will not be interested in trusting you or exploring how you can help them.
Establishing credibility can help you work toward displaying your integrity. As your clients learn to trust you, they begin to share their goals, passions, and struggles, and they ask you to deliver on various commitments. facebook down .
Finally, after you’ve delivered on those commitments, authenticity comes into play. During this stage your client welcomes your help, even when it is unsolicited or when you have been honest about not having all of the answers.
When you make worthy intent your going-in principle in your business relationships, then credibility, integrity, and authenticity—the three essential qualities for creating relational capital—will be more easily and readily expressed, and you will be well on your way to advancing every business relationship.
Authenticity is about being honest with ourselves and our clients regarding who we are and what we know; it is the quality of being genuine.
I believe that authenticity is sometimes the hardest of the three essential qualities of relational capital to demonstrate, and it requires the highest degree of bravery on our part.
Why? Because at times in business we can get caught up in our image and how we look in front of clients, especially when we do not have all of the answers.
The Power of “I Don’t Know”
The three most powerful words in business are “I don’t know.” This simple admission that you don’t have all of the answers is refreshingly honest in today’s economy.
Too often we put a lot of energy into keeping up a façade in our business relationships…..an appearance of strength, expertise, influence, knowledge….. for fear that others will see us as weak or vulnerable.
One of the hardest things for business people is to openly admit that they don’t have all the answers. Saying “I Don’t Know” can open the doors to a healthy discussion about possible and even better solutions. The fact that the individual may be admitting he/she isn’t the ultimate source of wisdom is not the point; the point is that now everyone is able to focus on the need itself and how to meet it most effectively together as a team.
Sometimes just saying the authentic magic words “I Don’t Know” can result in amazing things!!!
BUSINESS EFFECTIVENESS TIP
When in a business meeting, listen with more than just your ears. Sincerely acknowledging points by nodding occasionally, making eye contact, taking notes, and being fully engaged all demonstrate genuine concern for the person speaking. Watch his or her facial expressions, eye contact, and hand gestures” to pick up on unspoken messages.
A big thank you to everyone who attended the book launch party for Business Relationships That Last. We had a great time, and it was so nice to be able to relax and celebrate with our friends.