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 language | English |
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Article number | 110198 |
Journal | Personality and Individual Differences |
Volume | 166 |
DOIs | |
Publication status | Published - 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