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Stereotyping Effects on Cities: Measurement Scales for City's Warmth and Competence

Author

Listed:
  • Adriana ZAIÅ¢

    (Alexandru Ioan Cuza University of Iasi)

  • Andreia Gabriela ANDREI

    (Alexandru Ioan Cuza University of Iasi)

  • Ioana-Alexandra HORODNIC

    (Alexandru Ioan Cuza University of Iasi)

  • Patricia Elena BERTEA

    (Alexandru Ioan Cuza University of Iasi)

Abstract

In the endeavor of analyzing urban development perspectives, the current paper aims to find out how warmth and competence stereotypes would operate in the case of a city, predicting its future, as a direct consequence of people's positive or negative feelings and actions. Results of such analyses would be of strategic importance, knowing that various aspects of urban development (from tourism to business, well-being, active population growth and talents retention) depend on people’s decisions to visit that city, to invest, to work, to study, to settle down there, or to simply spread positive opinions about it. Therefore, relying on the well-known SCM - stereotype content model, the paper adapts previous warmth and competence scales, and develops a customized research instrument for analyzing connections between people's perceptions and the mental labels attached to a specific city. Considering warmth and competence dimensions, as well as the other variables of interest such as status, cooperation and competition, we use an exploratory procedure for item selection followed by a Q-sorting analysis for scale content validation. The paper adds to the literature in two main ways. It firstly advances an integrative view that connects the theories from social psychology, communication and branding with those from urban development. Secondly, it offers a content validated measurement instrument, as a necessary departure point for future analyses meant to identify challenges and to predict the potential for development of smart and sustainable cities.

Suggested Citation

  • Adriana ZAIÅ¢ & Andreia Gabriela ANDREI & Ioana-Alexandra HORODNIC & Patricia Elena BERTEA, 2016. "Stereotyping Effects on Cities: Measurement Scales for City's Warmth and Competence," Management Dynamics in the Knowledge Economy, College of Management, National University of Political Studies and Public Administration, vol. 4(2), pages 263-275, June.
    • Handle: RePEc:nup:jrmdke:v:4:y:2016:i:2:p:263-275
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    References listed on IDEAS

    as
    1. EUGENE J. McCANN, 2007. "Inequality and Politics in the Creative City‐Region: Questions of Livability and State Strategy," International Journal of Urban and Regional Research, Wiley Blackwell, vol. 31(1), pages 188-196, March.
    2. Björn Ivens & Alexander Leischnig & Brigitte Muller & Katharina Valta, 2015. "On the role of brand stereotypes in shaping consumer response toward brands: an empirical examination of direct and mediating effects of warmth and competence," Post-Print hal-01427971, HAL.
    3. Björn Ivens & Brigitte Muller & Alexander Leischnig & Katharina Valta, 2015. "On the Role of Brand Stereotypes in Shaping Consumer Response toward Brands: An Empirical Examination of Direct and Mediating Effects of Warmth and Competence," Post-Print hal-01796284, HAL.
    4. Bernritter, Stefan F. & Verlegh, Peeter W.J. & Smit, Edith G., 2016. "Why Nonprofits Are Easier to Endorse on Social Media: The Roles of Warmth and Brand Symbolism," Journal of Interactive Marketing, Elsevier, vol. 33(C), pages 27-42.
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    9. Andreia - Gabriela ANDREI & Adriana ZAIT, 2014. "Worthy Intentions on the Road to Brand Trust," Management Dynamics in the Knowledge Economy, College of Management, National University of Political Studies and Public Administration, vol. 2(3), pages 472-479, December.
    10. Dumitru ZAIT & Adriana ZAIT, 2009. "Research Anticipation: the Methodological Choice," REVISTA DE MANAGEMENT COMPARAT INTERNATIONAL/REVIEW OF INTERNATIONAL COMPARATIVE MANAGEMENT, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 10(5), pages 902-909, December.
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