Self-Improvement Through Diversification: the Influence of Implicit Self-Theories on Consumers’ Variety-Seeking

Five studies document the effects of implicit theories (beliefs about the malleability of personality) on variety-seeking. Those who believe personalities are malleable (fixed) seek out more variety to satisfy learning (performance) motivations, an effect restricted to familiar consideration sets and attenuated by product positioning tailored to satisfy underlying motivations.



Citation:

Ruth Pogacar, Joshua J. Clarkson, and Mary C. Murphy (2015) ,"Self-Improvement Through Diversification: the Influence of Implicit Self-Theories on Consumers’ Variety-Seeking", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 220-220.

Authors

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



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015



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