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Social Judgment: Warmth and Competence are Universal Dimensions

Social Judgment: Warmth and Competence are Universal Dimensions

How do you make sense of Barack Obama and John McCain? The odds are that you judge them mainly on two dimensions: warm/cold and (in) competence. Depending on your experience of them, you may judge one of them as both warm and competent, evoking your admiration and pride; and perhaps the other as neither warm nor competent, which triggers a sense of contempt and disgust. Or perhaps you view one as warm but not competent, which... / more

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