The Malleable Brand: The Role of Implicit Theories in Evaluating Brand Extensions.

Journal of Marketing; Jan2010, Vol. 74 Issue 1, p80-93, 14p, 5 Charts, 3 Graphs

Posted: 21 Oct 2016

See all articles by Eric Yorkston

Eric Yorkston

Texas Christian University

Joseph Nunes

University of Southern California - Marshall School of Business

Shashi Matta

Fisher College of Business, The Ohio State University

Fisher College

Ohio State University (OSU) - Fisher College of Business

Date Written: January 1, 2010

Abstract

This research documents how implicit theories regarding personality traits (whether they are deemed to be fixed or malleable) affect consumer inferences about the malleability of a brand's personality traits and, thus, its ability to extend into new categories. Study 1 documents that consumers who believe that traits are malleable (incremental theorists) are more accepting of brand extensions than consumers who believe that traits are fixed (entity theorists). These results hold whether implicit theories are measured or manipulated. Study 2 reveals how implicit theories affect consumers' perceptions regarding the flexibility of a brand's personality traits and not its physical traits. Study 3 demonstrates that consumers primed with different implicit theory orientations respond differently to varying degrees of change within a single trait. This study tests the limits of the effect and demonstrates the impact of using primes embedded within standard marketing communication.

Suggested Citation

Yorkston, Eric and Nunes, Joseph and Matta, Shashi M and College, Fisher, The Malleable Brand: The Role of Implicit Theories in Evaluating Brand Extensions. (January 1, 2010). Journal of Marketing; Jan2010, Vol. 74 Issue 1, p80-93, 14p, 5 Charts, 3 Graphs, Available at SSRN: https://ssrn.com/abstract=1620572

Eric Yorkston

Texas Christian University ( email )

Fort Worth, TX 76129
United States

Joseph Nunes

University of Southern California - Marshall School of Business ( email )

701 Exposition Blvd
Los Angeles, CA California 90089
United States

Shashi M Matta

Fisher College of Business, The Ohio State University ( email )

Fisher Hall 524
2100 Neil Ave
Columbus, OH 43210
United States

HOME PAGE: http://www.shashimatta.com

Fisher College (Contact Author)

Ohio State University (OSU) - Fisher College of Business ( email )

2100 Neil Avenue
Columbus, OH 43210-1144
United States

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