Developing Versus Maximizing Expertise: the Impact of Implicit Theories on Consumers' Knowledge Preferences

Joshua J. Clarkson, University of Cincinnati, USA
Ruth Pogacar, University of Cincinnati, USA
Mary C. Murphy, Indiana University, USA
Three experiments document the differential knowledge preferences of incremental and entity theorists. Specifically, incremental theorists prefer knowledge breadth to develop their learning potential, whereas entity theorists prefer knowledge depth to maximize their performance potential. Implications for marketing strategies, including segmentation and positioning based on implicit theories, are discussed.
[ to cite ]:
Joshua J. Clarkson, Ruth Pogacar, and Mary C. Murphy (2014) ,"Developing Versus Maximizing Expertise: the Impact of Implicit Theories on Consumers' Knowledge Preferences", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 779-779.