The Role of Implicit Theories in Brand Extendibility

This research documents how implicit theories regarding the malleability of one’s personality affect inferences about the malleability of a brand’s traits. In study 1, we document how consumers who believe traits are malleable (incremental theorists) are more likely to accept brand extensions than consumers who believe these traits are fixed (entity theorists). In study 2, we show that this difference is due to the effect of implicit theories on strength of trait judgment and not differences in number of brand associations generated. In study 3, we examine how self-theories affect internal trait consistency and consequences of violating people’s implicit theories.


Eric Yorkston, Joseph Nunes, and Shashi Matta (2007) ,"The Role of Implicit Theories in Brand Extendibility", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 276-280.


Eric Yorkston, Texas Christian University, USA
Joseph Nunes, University of Southern California, USA
Shashi Matta, Ohio State University, USA


NA - Advances in Consumer Research Volume 34 | 2007

Share Proceeding

Featured papers

See More


Saving for Experiences Versus Material Goods

Grant E. Donnelly, Harvard Business School, USA
Masha Ksendzova, Boston University, USA
Michael Norton, Harvard Business School, USA

Read More


C1. Promoting Subjective Preferences in Simple Choices During Sleep

Sizhi Ai, First Affiliated Hospital of Xinxiang Medical University
Yunlu Yin, University of Hong Kong
Yu Chen, Peking University
Lin Lu, Peking University
Lusha Zhu, Peking University
Jie Shi, Peking University

Read More


Don’t Stop! Partitioning Increases Satiation to Food

Cammy Crolic, University of Oxford
Yang Yang, University of Florida, USA
Yangjie Gu, HEC Paris, France

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.