Medium Susceptibility: the Role of Implicit Theories in Consumer Choice

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.


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.


Meng-Hua Hsieh, University of Washington, USA
Shailendra P. Jain, University of Washington, USA


NA - Advances in Consumer Research Volume 39 | 2011

Share Proceeding

Featured papers

See More


When Humans Consume Humanlike Animals: Anthropomorphism, Power, and Cruelty-free Consumption

Ji Myoung Danny Kim, University at Buffalo
Sunyee Yoon, University at Buffalo

Read More


Sustainable Luxury: a Paradox or a Desirable Consumption?

Jennifer Jung Ah Sun, Columbia University, USA
Silvia Bellezza, Columbia University, USA
Neeru Paharia, Georgetown University, USA

Read More


M10. I Need a Hero: How Loneliness Interacts with the Symbolic Meaning of Products to Affect Consumer Attitude

Sirajul Arefin Shibly, SUNY Binghamton, USA
Jinfeng Jiao, SUNY Binghamton, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.