Capitalizing on brand personalities in advertising: The influence of implicit self-theories on ad appeal effectiveness

Ji Kyung Park, Deborah Roedder John

Research output: Contribution to journalArticlepeer-review

37 Scopus citations

Abstract

How can firms use brand personalities to develop the most persuasive advertising appeals? In this article, we examine advertising appeals that capitalize on the signaling opportunities that using these brands can provide (signaling ad appeal) versus the self-improvement opportunities that using these brands can offer (self-improvement ad appeal). In two studies, we find that the effectiveness of these appeals depends on consumers' implicit self-theories. Specifically, signaling ad appeals are more effective for consumers who believe their personal qualities are fixed and cannot be developed through their own efforts (entity theorists), whereas self-improvement ad appeals are more effective for consumers who believe their personal qualities are malleable and can be developed (incremental theorists). Implications for brand personality research and advertising are discussed.

Original languageEnglish (US)
Pages (from-to)424-432
Number of pages9
JournalJournal of Consumer Psychology
Volume22
Issue number3
DOIs
StatePublished - Jul 2012

Keywords

  • Advertising
  • Brand personality
  • Implicit self-theories

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