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

Two 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.



Citation:

Joshua J. Clarkson, Ruth E. Pogacar, and Mary C. Murphy (2014) ,"Developing Versus Maximizing Expertise: the Impact of Implicit Theories on Consumers’ Knowledge Preferences", in LA - Latin American Advances in Consumer Research Volume 3, eds. Eva M. González, Tina M. Lowrey, and , Duluth, MN : Association for Consumer Research, Pages: 80-80.

Authors

Joshua J. Clarkson, University of Cincinnati, USA
Ruth E. Pogacar, University of Cincinnati, USA
Mary C. Murphy, Indiana University, USA



Volume

LA - Latin American Advances in Consumer Research Volume 3 | 2014



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