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

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