To Have Or to Do: the Role of Implicit Theories

In three functional magnetic resonance imaging (fMRI) studies, involving 35 TV commercials and 18 movie-trailers, we uncover a robust way to extract neural information that predicts out-of-sample consumer ratings. Even when controlling for in-sample self-report ratings, neural information still explained additional variance in out-of-sample ratings across the three studies.


Shilpa Madan, Elison Ai Ching Lim, and Sharon Ng (2018) ,"To Have Or to Do: the Role of Implicit Theories", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 104-105.


Shilpa Madan, Nanyang Technological University, Singapore
Elison Ai Ching Lim, Nanyang Technological University, Singapore
Sharon Ng, Nanyang Technological University, Singapore


E - European Advances in Consumer Research Volume 11 | 2018

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