I Think I Can, I Think I Can: Brand Use, Self-Efficacy, and Performance

Ji Kyung Park, University of Delaware, USA
Deborah Roedder John, University of Minnesota, USA
When individuals struggle with a difficult task, using brands with strong images can enhance feelings of self-efficacy (belief in one’s capabilities) in domains related to the brand’s image, enhancing task performance. This beneficial effect of using brands is evident among entity theorists but not incremental theorists.
[ to cite ]:
Ji Kyung Park and Deborah Roedder John (2012) ,"I Think I Can, I Think I Can: Brand Use, Self-Efficacy, and Performance ", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 984-984.