If you want more customers, you need to get warmer.
It turns out customers stereotype companies the way they stereotype people.
We want a combination of warmth and competence from our brands, just like we do from the people around us.
Stereotyping exists in relationships, whether we like it or not.
A review of the book, The Human Brand, on the website for the Association for Psychological Science, lays out how we are inclinded to view individuals, but also groups.
"Society, for example, tends to view rich people as competent but cold, and the elderly as warm but incompetent," the authors write.