ASSOCIATION FOR CONSUMER RESEARCH Labovitz School of Business & Economics, University of Minnesota Duluth, 11 E. Superior Street, Suite 210, Duluth, MN 55802 Asymmetric Expectations of Firms Stereotyped As Warm Versus Competent Linyun Yang, University of North Carolina at Charlotte, USA Pankaj Aggarwal, University of Toronto, Canada This research suggests that large firms are stereotyped as competent and small firms as warm. However, consumers penalize small but not large firms relatively more for committing transgressions inconsistent (vs. consistent) with size-based stereotypes because consumers perceive low warmth behaviors as more unexpected when committed by small versus large firms. [to cite]: Linyun Yang and Pankaj Aggarwal (2014) ,"Asymmetric Expectations of Firms Stereotyped As Warm Versus Competent", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 746-747. [url]: http://www.acrwebsite.org/volumes/1017919/volumes/v42/NA-42 [copyright notice]: This work is copyrighted by The Association for Consumer Research. For permission to copy or use this work in whole or in part, please contact the Copyright Clearance Center at http://www.copyright.com/.