The Impact of Implicit Theories on Consumers' Personality Impressions and Extension Evaluations of Symbolic Brands

摘要

Psychologists believe individuals maintain two kinds of implicit theories: entity and incremental (Dweck and Leggett 1988). Whereas entity theorists view human personality as fixed, incremental theorists view human personality as malleable. Just as consumers make inferences regarding the malleability of human personality, they make inferences about the malleability of brand's personality (Yorkston et al. 2010).