Work With Me Or For Me: the Effect of Implicit Self-Theories and Role of Brands on Product Preference

Four studies show that consumers’ implicit theories of personality interact with brand roles and influence their preference. Specifically, incremental (entity) theorists prefer a brand that portrays as a partner (servant) more since it fits their learning (performance) goal orientation. This effect is moderated by task difficulty.



Citation:

Chien-Wei (Wilson) Lin and Dipankar Rai (2017) ,"Work With Me Or For Me: the Effect of Implicit Self-Theories and Role of Brands on Product Preference", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 474-478.

Authors

Chien-Wei (Wilson) Lin, State University of New York at Oneonta, USA
Dipankar Rai, Le Moyne College, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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