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.


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.


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


NA - Advances in Consumer Research Volume 44 | 2016

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