TY - JOUR
T1 - Mindsets matter
T2 - Implications for branding research and practice
AU - John, Deborah Roedder
AU - Park, Ji Kyung
N1 - Publisher Copyright:
© 2015 Society for Consumer Psychology.
PY - 2016/1/1
Y1 - 2016/1/1
N2 - Implicit theories provide an important framework to help understand consumer behavior. In this article, we focus on applications within the context of branding research and practice. First, we explore application areas of relevance to branding practitioners, such as brand advertising and positioning, brand extensions, brand architecture, and brand dilution. We situate propositions forwarded by Murphy and Dweck into traditional areas of branding research to discuss their importance to branding and suggest extensions of these ideas. Second, we consider application areas of personal relevance to consumers. We discuss how mindsets can affect the benefits consumers derive from using brands, such as self-enhancement, self-threat recovery, and overcoming difficult challenges in their lives.
AB - Implicit theories provide an important framework to help understand consumer behavior. In this article, we focus on applications within the context of branding research and practice. First, we explore application areas of relevance to branding practitioners, such as brand advertising and positioning, brand extensions, brand architecture, and brand dilution. We situate propositions forwarded by Murphy and Dweck into traditional areas of branding research to discuss their importance to branding and suggest extensions of these ideas. Second, we consider application areas of personal relevance to consumers. We discuss how mindsets can affect the benefits consumers derive from using brands, such as self-enhancement, self-threat recovery, and overcoming difficult challenges in their lives.
KW - Mindsets
UR - http://www.scopus.com/inward/record.url?scp=84952863770&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84952863770&partnerID=8YFLogxK
U2 - 10.1016/j.jcps.2015.06.010
DO - 10.1016/j.jcps.2015.06.010
M3 - Article
AN - SCOPUS:84952863770
SN - 1057-7408
VL - 26
SP - 153
EP - 160
JO - Journal of Consumer Psychology
JF - Journal of Consumer Psychology
IS - 1
ER -