Article2015

Mindsets matter: Implications for branding research and practice

44 citations0/0 files storedJournal of Consumer Psychology

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Consumer Perception and Purchasing Behavior

Abstract

Abstract 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.

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References

1999Self-Efficacy: The Exercise of Control 1988A social-cognitive approach to motivation and personality.1999Self-theories: Their Role in Motivation, Personality, and Development 1999Dual-process theories in social psychology 1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity 1989Social Cognitive Theory of Organizational Management 1990Consumer Evaluations of Brand Extensions 2000Strategic Brand Management: Building, Measuring, and Managing Brand Equity.

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