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

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10 Citations (Scopus)

Abstract

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.

Original languageEnglish
Article number110198
JournalPersonality and Individual Differences
Volume166
DOIs
Publication statusPublished - Nov 1 2020

Bibliographical note

Funding Information:
This research was funded by the Social Sciences and Humanities Research Council of Canada (SSHRC insights grant # 430-2016-00808 ).

Publisher Copyright:
© 2020 Elsevier Ltd

ASJC Scopus Subject Areas

  • General Psychology

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