Developing Versus Maximizing Expertise: the Impact of Implicit Theories on Consumers' Knowledge Preferences
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.
Citation:
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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 779-779.
Authors
Joshua J. Clarkson, University of Cincinnati, USA
Ruth Pogacar, University of Cincinnati, USA
Mary C. Murphy, Indiana University, USA
Volume
NA - Advances in Consumer Research Volume 42 | 2014
Share Proceeding
Featured papers
See MoreFeatured
F3. The Dark Side of Happy Brands: A Case Study of Newport Cigarette Advertising
Timothy Dewhirst, University of Guelph, Canada
Wonkyong Beth Lee, Western University, Canada
Featured
A9. I know It’s not real, but I like it!
Junxian Yang, Singapore University of Social Sciences
Yue Wang, Singapore University of Social Sciences
Jufinnie Lim, Singapore University of Social Sciences
Yu-chen Hung, Singapore University of Social Sciences
Featured
The Impact of Price and Size Comparisons on Consumer Perception and Choice
Jun Yao, Macquarie University, Australia
Harmen Oppewal, Monash University, Australia
Yongfu He, Monash University, Australia