Medium Susceptibility: the Role of Implicit Theories in Consumer Choice

Meng-Hua Hsieh, University of Washington, USA
Shailendra P. Jain, University of Washington, USA
This research demonstrates that consumers’ susceptibility to medium maximization effect differs depending on their implicit theory in a new domain of the economic marketplace. Incremental theorists, being process focused, are susceptible to a medium while entity theorists, being outcome focused, are insensitive to a medium unless their theories are violated.
[ to cite ]:
Meng-Hua Hsieh and Shailendra P. Jain (2011) ,"Medium Susceptibility: the Role of Implicit Theories in Consumer Choice", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 513-514.