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

The current research explores whether a fixed mindset—the belief that human characteristics are fixed in nature—is associated with the tendency to engage important brands in one's self-concept (brand-self engagement). Using a sample of American adults (N = 325), we conducted a cross-sectional survey wherein participants completed measures of mindsets, brand-self engagement, and brand favorability. The results of this research indicate that fixed mindsets are positively associated with engaging brands in one's self-concept, which in turn is associated with the degree to which people like their favorite brand. Based on prior work, we suggest that the relationship between fixed mindsets and brand-self engagement is due to chronic signaling motives, which results in a notable consequence: in general, brands become incorporated into one's self-concept as a detectable individual difference.