magazine issue 9 2008 / Issue 8

Social Judgment: Warmth and Competence are Universal Dimensions

• written by Abdolhossein Abdollahi & Susan Fiske
• edited by Suzanne van Gils

Conclusion

All in all, warmth and competence are two fundamental human traits that remarkably determine our perception of other people. They seem to be universal in terms of stimuli, time, and culture. Back to the opening example of Obama and McCain, Obama could be seen as an elite professional (competent but cold) or as part of the American dream (both competent and warm). Likewise, McCain could be seen as a rich man (competent but cold) or as an American hero (both competent and warm). As we watch, the campaigns each seek to frame their candidate's image along these dimensions, in the desired direction, to elicit the desired emotions (pride, admiration) and behavior (active and passive help), most importantly, voting. Group-based prejudices play an important role as well, because stereotypes typically appear high on one dimension and low on the other; the ensuing ambivalent affect and volatile behavior potentially endanger constructive intergroup relations. Whether we’re talking candidates, neighbors, or societal groups, our warmth and competence perceptions will drive our collective and individual futures.

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