The Power of Meaningful Stories Over Happy Ones and the Moderating Role of Implicit Theories

In the current research we explore whether and how meaningful versus happy stories about a brand may influence consumers’ attitude towards that brand. Results suggest that meaningful stories might lead to higher attitude towards the brand because of its perceived trustworthiness. However, these effects occur only for incremental theorists.



Citation:

Marina Carnevale and Ozge Yucel-Aybat (2016) ,"The Power of Meaningful Stories Over Happy Ones and the Moderating Role of Implicit Theories", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 722-722.

Authors

Marina Carnevale, Fordham University, USA
Ozge Yucel-Aybat, Pennsylvania State University-Harrisburg, USA



Volume

NA - Advances in Consumer Research Volume 44 | 2016



Share Proceeding

Featured papers

See More

Featured

Portals of Transformation In Consumer Experiences

Linda L Price, University of Oregon, USA
Basil Arnould Price, York University, UK

Read More

Featured

The Influence of Goal Specificity on Planning Effectiveness: A Meta-Analysis

Ekaterina Napolova, University of Technology Sydney
Francois Carrillat, University of Technology Sydney
Leona Tam, University of Technology Sydney

Read More

Featured

Exploring Consumers’ Technology Dreams and Nightmares: A Collage-Elicitation Study

Céline Del Bucchia, Audencia Business School
CAROLINE LANCELOT-MILTGEN, Audencia Business School
Cristel Russell, American University, USA
Burlat Claire, Audencia Business School

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.