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Consumer Behavior - Implicit Personality
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Consumer Behavior - Implicit Personality
Implicit personality theories (entity: personality fixed; incremental: personality malleable) - (Dweck, Chiu & Hong, 1995; Dweck, 2000)
- Brand personalities "rub off" consumers who hold entity self-theories. They believe that personality is fixed and they look for ways to signal their positive qualities. Consumers with incremental self-theories are not affected by brand use (Park & John, 2010).
- Consumers who hold incremental self-theories (personality is malleable) are more accepting of brand extensions (Yorkston, Nunes & Matta, 2010)
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- Mind Map on Consumer Behavior - Implicit Personality, created by tere.trev on 16/07/2013.
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- tere.trev
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