The relationship between fixed mindsets, brand-self engagement, and brand favorability

McManus, Justin; Trifts, Valerie; Carvalho, Sergio W.

doi:10.1016/j.paid.2020.110198

Cited by 10 publications

(9 citation statements)

References 35 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Results indicated that both fixed and growth mindsets positively affect the purchase of sustainable foods. This result is consistent with previous research that has reported a positive effect of mindset on non-sustainable purchases (Yorkston et al, 2010;Song et al, 2019;Japutra and Song, 2020;McManus et al, 2020). Moreover, the growth mindset had the most significant direct impact on buying sustainable foods, which indicates the importance of this factor among Iranian consumers.…”

Section: Discussionsupporting

confidence: 92%

“…Further, Yorkston et al (2010) indicated that consumers with a growth mindset are more accepting of brand extension than consumers with a fixed mindset. Further, McManus et al (2020) identified a positive relationship between fixed mindset and brand engagement. In addition, past studies have found that individuals who hold a growth mindset have a strong motivation in emerging behaviour.…”

Section: Hypotheses and Research Model Mindsets And Consumer Behaviourmentioning

confidence: 95%

“…Individuals with a growth mindset believe personal characteristics are mutable, whereas those with a fixed mindset believe the self is fixed and unchangeable (Rucker and He, 2016). Empirical support for this contention has been provided by several studies (Park and John, 2010;Yorkston et al, 2010;Song et al, 2019;Japutra and Song, 2020;McManus et al, 2020). For example, John (2010, 2017) demonstrated that a fixed mindset is relevant to brand personalities.…”

Section: Hypotheses and Research Model Mindsets And Consumer Behaviourmentioning

confidence: 99%

See 2 more Smart Citations

The effect of fixed and growth mindsets on buying sustainable foods

Rahnama

Leszczyc

2022

BFJ

View full text Add to dashboard Cite

PurposeFew marketing studies have studied consumer mindsets about sustainable products in developing countries. This paper examines the influence of fixed and growth mindsets on buying sustainable foods in Iran.Design/methodology/approachTo reach this goal, the authors designed a conceptual model and specified hypotheses. A non-probability survey of 622 people was conducted through a multistage cluster random sampling from two provinces in north Iran: Gilan and Mazandaran. Data were collected through a face-to-face questionnaire. A chi-square test, confirmatory factor analysis, structural equation modelling, the bootstrapping method and the PLS product-indicator approach were used for analyses.FindingsResults show that fixed and growth mindsets have a positive impact on buying sustainable foods. In addition, these two mindsets have a significant effect on consumers' health concerns and warm glow. The study demonstrates that health concerns, environmental values and convenience orientation mediate the relationship between growth mindset and sustainable shopping. However, for a fixed mindset, environmental values are not a mediator. Further, peer influence significantly moderates the effect of both mindsets and motivational variables—environmental values, convenience orientation and warm glow—on purchasing sustainable foods. This study emphasises the critical role of peer influence and motivation factors, including health concern, convenience and warm glow, on purchasing sustainable foods.Originality/valueThis research introduces a new framework concerning consumer behaviour, in particular, consumer psychology towards buying sustainable foods.

show abstract

Section: Discussionsupporting

confidence: 92%

Section: Hypotheses and Research Model Mindsets And Consumer Behaviourmentioning

confidence: 95%

Section: Hypotheses and Research Model Mindsets And Consumer Behaviourmentioning

confidence: 99%

See 1 more Smart Citation

The effect of fixed and growth mindsets on buying sustainable foods

Rahnama

Leszczyc

2022

BFJ

View full text Add to dashboard Cite

show abstract

“…incremental theorists), women holding an entity self-theory are more likely to feel attractive, feminine and glamorous after using a Victoria’s Secret shopping bag (vs an unbranded pink bag) and students holding an entity self-theory are more likely to feel hard-working and intelligent after using an MIT branded pen (Park and John, 2010). Fixed mindset consumers even form deeper connections to brands in general (McManus et al , 2020). The authors propose that brand favorability operates similarly to these individual differences, which is elaborated on below.…”

Section: Conceptual Developmentmentioning

confidence: 99%

The role of brand personality in the formation of consumer affect and self-brand connection

McManus

Carvalho

Trifts

2021

JPBM

Self Cite

View full text Add to dashboard Cite

Purpose This study aims to explore the role of brand personality traits in explaining how different levels of brand favorability evoke affect from and forge connections to consumers. Design/methodology/approach The authors used a quantitative approach consisting of within-subjects (Study 1) and between-subjects (Study 2) experimental designs. Mediation analyses were tested using OLS regression with the MEMORE and PROCESS macros. Findings Findings suggest increases in brand excitement and sincerity to be related to differences in positive affect evoked by favorable and unfavorable brands; decreases in brand sincerity to be related to differences in negative affect between favorable and unfavorable brands (Study 1); brand competence and excitement to be related to the relationship between brand favorability and self-brand connection; and brand competence and excitement to best distinguish favorable brands from unfavorable brands (Study 2). Originality/value These results support the importance of brand personality traits that are considered to be universally positive and provide managers with an initial roadmap for which brand personality traits should be prioritized when communicating with consumers.

show abstract

“…In line with previous research suggesting that incremental theorists are not affected by these brand experiences (Park & John, 2010), in this study, consumers who held incremental beliefs demonstrated weaker rental intention than those who held entity beliefs. However, these two types of groups are not different in SBC, which contradicts the findings that growth mindsets do not integrate brands into their selfconcepts (Mcmanus et al, 2020). A possible explanation is that the high price of luxury goods presents financial challenges to incremental theorists.…”

Section: Theoretical Implicationsmentioning

confidence: 72%

Does renting luxury make me shine? The mediating role of perceived signals

Gong

Zhang

2022

Psychology and Marketing

View full text Add to dashboard Cite

Whether rented luxury creates symbolic meaning for consumers who cannot afford it, thus, providing them with an effective way to construct their identity, similar to owned luxury, and strengthen their willingness to rent. Drawing on implicit self‐theories, we find that compared with entity theorists, incremental theorists have lower willingness to rent luxury products (Studied 1, 2, and 3), but they do not exhibit significant differences in self‐brand connection (Studied 2 and 3). We show that incremental theorists (vs. entity theorists) perceive more authentic signal than symbolic signal regarding their inability to afford luxury goods when using rented luxury products (Study 3). Neither in ownership‐based luxury consumption (Study 4, where there is no authentic signal), nor in access‐based nonluxury consumption (Study 5, where there is no symbolic signal), consumers with different implicit beliefs no longer differentiate in buying/renting intentions. Our work suggests that not all consumers who desire unaffordable luxuries are willing to rent them. Therefore, managers should consider how to reduce the negative impacts of authentic signals on incremental theorists' renting intentions.

show abstract

The relationship between fixed mindsets, brand-self engagement, and brand favorability

Cited by 10 publications

References 35 publications

The effect of fixed and growth mindsets on buying sustainable foods

The effect of fixed and growth mindsets on buying sustainable foods

The role of brand personality in the formation of consumer affect and self-brand connection

Does renting luxury make me shine? The mediating role of perceived signals

Contact Info

Product

Resources

About