14-Q: Trend Versus End State: the Role of Implicit Theories in Interpreting Communications Conveying a Partial Reduction in Negative Product Attributes

The results of four experiments show that the communication of partially reduced negativity of a product attribute will lead to higher (lower) product evaluations among consumers who are incremental (entity) theorists. This communication effect is mediated by consumers’ trend-based versus end-state-based interpretation of the reduced-negativity communication.



Citation:

Vincent Chi Wong, Lei Su, and Howard Pong-Yuen Lam (2017) ,"14-Q: Trend Versus End State: the Role of Implicit Theories in Interpreting Communications Conveying a Partial Reduction in Negative Product Attributes", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1066-1066.

Authors

Vincent Chi Wong, Lingnan University, Hong Kong, China
Lei Su, Hong Kong Baptist University, China
Howard Pong-Yuen Lam, Chinese University of Hong Kong, China



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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