Consumers' implicit theories about personality influence their brand personality judgments

Published on Oct 1, 2012in Journal of Consumer Psychology
· DOI :10.1016/J.JCPS.2012.01.005
Pragya Mathur7
Estimated H-index: 7
(CUNY: City University of New York),
Shailendra Pratap Jain14
Estimated H-index: 14
(UW: University of Washington),
Durairaj Maheswaran30
Estimated H-index: 30
(NYU: New York University)
Abstract Three studies document that consumers' implicit theories about the fixedness/malleability of personality guide brand personality updating in a brand extension context. The first two studies show that extension fit with the parent brand impacts brand personality updating only for incremental (vs. entity theorists). Specifically, for incremental theorists, brand personality is enhanced (vs. diluted) when extension fit is poor (vs. good), and only when brand personality is salient. The third study identifies conditions under which entity theorists focus on brand personality. Interestingly, overall evaluations of the parent brand and extension vary only with extension fit. Implications of our research are discussed.
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