When Less Is More: How Mindset Influences Consumers’ Responses to Products with Reduced Negative Attributes:

Published on May 14, 2020in Journal of Marketing
· DOI :10.1177/0022242920920859
Vincent Chi Wong1
Estimated H-index: 1
Lei Su5
Estimated H-index: 5
Howard Pong-Yuen Lam1
Estimated H-index: 1
Marketing communications often describe a reduction in a product’s negative attributes (e.g., “our mineral water now uses 34% less plastic”). This claim may be interpreted as a trend of improving r...
📖 Papers frequently viewed together
4 Citations
89 Citations
#1Blakeley B. McShane (NU: Northwestern University)H-Index: 18
#2Ulf Böckenholt (NU: Northwestern University)H-Index: 43
A typical behavioral research paper features multiple studies of a common phenomenon that are analyzed solely in isolation. Because the studies are of a common phenomenon, this practice is inefficient and foregoes important benefits that be obtained only by analyzing them jointly in a single paper meta-analysis (SPM). To facilitate SPM, we introduce metaanalytic methodology that is user-friendly, widely applicable, and specially tailored to the SPM of the set of studies that appear in a typical ...
199 CitationsSource
#1Mary C. Murphy (IU: Indiana University)H-Index: 20
#2Carol S. Dweck (Stanford University)H-Index: 124
Mindsets—or implicit theories—are the beliefs people have about the nature of human characteristics. This article applies mindset theory and research to the field of consumer behavior. Specifically, we suggest how a fixed or growth mindset may shape consumer product preferences, acceptance of brand extensions, trust recovery following product failures, as well as the effectiveness of advertising and marketing campaigns. We argue that people with a fixed mindset are more likely to seek products a...
98 CitationsSource
#1Mathew S. Isaac (SU: Seattle University)H-Index: 10
#2Morgan Poor (USD: University of San Diego)H-Index: 7
Prior research on attribute framing has documented a robust valence-consistent shift whereby positively valenced options (e.g., 75% lean beef) are preferred over equivalent negatively valenced options (e.g., 25% fat beef). However, this research has typically explored how labels influence judgments of prospective or hypothetical consumption. In contrast, we examine how frames interact with actual consumption experiences to influence both immediate and retrospective judgments. We find evidence of...
10 CitationsSource
A consistent finding in the attitude literature is that strong attitudes are products of effortful cognitive elaboration (Petty and Cacioppo 1984; Petty and Wegener 1999). The current research extends this by incorporating the construct of implicit self-theory. Specifically, it finds that that individuals who believe in fixed traits of personality (entity theorists) form strong attitudes without effortful cognitive elaboration. They form attitudes more quickly and with less effort but hold these...
17 CitationsSource
#1Traci H. Freling (UTA: University of Texas at Arlington)H-Index: 8
#2Leslie H. Vincent (UK: University of Kentucky)H-Index: 6
Last. David H. Henard (NCSU: North Carolina State University)H-Index: 12
view all 3 authors...
While the expanding body of attribute framing literature provides keen insights into individual judgments and evaluations, a lack of theoretical perspective inhibits scholars from more fully extending research foci beyond a relatively straightforward examination of message content. The current research applies construal level theory to attribute framing research. The authors conduct a meta-analysis of 107 published articles and then conceptually expand this knowledge base by synthesizing attribu...
28 CitationsSource
#1David S. Yeager (University of Texas at Austin)H-Index: 35
#2Rebecca Johnson (NIH: National Institutes of Health)H-Index: 10
Last. Carol S. Dweck (Stanford University)H-Index: 124
view all 6 authors...
The belief that personality is fixed (an entity theory of personality) can give rise to negative reactions to social adversities. Three studies showed that when social adversity is common�at the transition to high school�an entity theory can affect overall stress, health, and achievement. Study 1 showed that an entity theory of personality, measured during the 1st month of 9th grade, predicted more negative immediate reactions to social adversity and, at the end of the year, greater stress, poor...
216 CitationsSource
#1Pragya Mathur (CUNY: City University of New York)H-Index: 7
#2Shailendra Pratap Jain (UW: University of Washington)H-Index: 14
Last. Durairaj Maheswaran (NYU: New York University)H-Index: 30
view all 5 authors...
This research investigates the effectiveness of health message framing (gain/loss) depending on the nature of advocacy (prevention/detection) and respondents’ implicit theories (entity/incremental). Three experiments demonstrate that for detection advocacies, incremental theorists are more persuaded by loss frames. For prevention advocacies, incremental theorists are more persuaded by gain frames. For both advocacies (detection and prevention), entity theorists are not differentially influenced ...
18 CitationsSource
#1Stephen A. Spiller (UCLA: University of California, Los Angeles)H-Index: 10
#2Gavan J. Fitzsimons (Duke University)H-Index: 43
Last. Gary H. McClelland (CU: University of Colorado Boulder)H-Index: 28
view all 4 authors...
Abstract It is common for researchers discovering a significant interaction of a measured variable X with a manipulated variable Z to examine simple effects of Z at different levels of X. These “spotlight” tests are often misunderstood even in the simplest cases, and it appears that consumer researchers are unsure how to extend them to more complex designs. The authors explain the general principles of spotlight tests, show that they rely on familiar regression techniques, and provide a tutorial...
878 CitationsSource
#1Marina Puzakova (OSU: Oregon State University)H-Index: 12
#2Hyokjin Kwak (Drexel University)H-Index: 17
Last. Joseph F. Rocereto (Monmouth University)H-Index: 8
view all 3 authors...
Abstract The brand relationship literature shows that the humanizing of brands and products generates more favorable consumer attitudes and thus enhances brand performance. However, the authors propose negative downstream consequences of brand humanization; that is, the anthropomorphization of a brand can negatively affect consumers' brand evaluations when the brand faces negative publicity caused by product wrongdoings. They find that consumers who believe in personality stability (i.e., entity...
156 CitationsSource
#1Mark Rubin (University of Newcastle)H-Index: 22
#2Stefania Paolini (University of Newcastle)H-Index: 21
Last. Richard J. Crisp (UKC: University of Kent)H-Index: 56
view all 3 authors...
The present research investigated linguistic description as a moderator of biased evaluations of counterstereotypical individuals. Members of an online participant pool (N = 237) indicated their liking for stereotypical and counterstereotypical individuals who were described using adjectives or behaviors. There was a significant interaction between target typicality and linguistic description: People liked counterstereotypical individuals more than stereotypical individuals when target individua...
10 CitationsSource
Cited By3
With increased awareness of environmental concerns, companies across industries have begun using recycled materials to manufacture their products. Evidence shows, however, that not all consumers react positively to companies’ efforts to produce recycled content products. To understand that phenomenon, current research focuses on how consumers’ implicit theories (i.e., entity vs. incremental theories) affect their reactions to such products. Because recycled materials are made from waste, entity ...