The Influence of Implicit Theories on Consumers’ Variety-Seeking Behavior

Four studies explore the effects of implicit theories (beliefs about the changeability of personality) on variety-seeking. Those who believe people’s personalities are changeable (incremental theorists) more often seek variety in consumption experiences than those who believe personalities are fixed (entity theorists). These differences are driven by learning versus performance motivations.



Citation:

Ruth E. Pogacar, Joshua J. Clarkson, and Mary C. Murphy (2014) ,"The Influence of Implicit Theories on Consumers’ Variety-Seeking Behavior", 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

Ruth E. Pogacar, University of Cincinnati, USA
Joshua J. Clarkson, 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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