This study examined the conditions under which warmth advertising appeals can render unintended negative effects on perceived brand competence and product quality. Study 1 demonstrated that a warmth advertising appeal reduced perceived competence of the brand compared to a non-warmth appeal when the brand belongs to a product category associated with strength rather than gentleness, and this attenuated competence of the brand led to decreased product quality perceptions. Study 2 revealed that this negative effect was further exacerbated among those with a prevention focus rather than a promotion focus. In both cases, brand competence mediated the effect on perceived product quality. This study is the first to identify such a compensation effect between warmth and competence in an advertising context. This study also suggests that warmth advertising appeals should be used strategically to avoid potentially negative effects on brand perceptions.