The Role of Implicit Theories in Brand Extendibility

38 Pages Posted: 26 Jun 2007

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

Date Written: June 2007

Abstract

People often associate human characteristics with brands such that the notion of brand personality has become part of marketing's vernacular. This research documents how implicit theories regarding one's own personality traits (whether they are fixed or malleable) affect inferences about the malleability of a brand's traits. In study 1, we document how consumers who believe traits are malleable (incremental theorists) are more likely to be accepting of brand repositioning and brand extensions than consumers who believe these traits are fixed (entity theorists). In study 2, we examine the process underlying how people utilize implicit theories and show that differences in acceptability of brand extension are due to the effect of implicit theories on the strength of trait judgment and not differences in the number of brand associations generated. In study 3, we examine how implicit theories of the self affect internal trait consistency and the consequences of violating people's implicit theories.

Keywords: brand personality, incremental theory, entity theory

Suggested Citation

Yorkston, Eric and Nunes, Joseph and Matta, Shashi M, The Role of Implicit Theories in Brand Extendibility (June 2007). Marshall School of Business Working Paper No. MKT 06-07, Available at SSRN: https://ssrn.com/abstract=995247 or http://dx.doi.org/10.2139/ssrn.995247

Eric Yorkston (Contact Author)

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

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