Influence of Self-View on Context Effects: How Display Fixtures can Affect Product Evaluations

By: Material type: ArticleArticleLanguage: ENG Series: ; XLVIPublication details: Feb 2009 0Edition: 1Description: 37-45 PpSubject(s): DDC classification:
  •  Zhu
Online resources: Summary: This research suggests that consumers' approach/avoidance tendencies depend on their implicit theories about the world around them. Entity theorists believe in the immutability of the world, and thus they are not influenced by whether a persuasive message is framed in terms of approach or avoidance. In contrast, incremental theorists believe that the world is mutable, and thus they are influenced by the message frame. This proposition is supported in two studies that feature advertising messages. The mechanism underlying these effects differs as a function of implicit theory orientation. Entity theorists' focus on the outcome and incremental theorists' reliance on the process form the basis for the observed findings. A third study reveals that when a consumer's implicit theory is violated, these findings are reversed. The authors discuss theoretical and managerial implications.
Tags from this library: No tags from this library for this title. Log in to add tags.
Star ratings
    Average rating: 0.0 (0 votes)
Holdings
Item type Current library Call number Status Date due Barcode
Articles Articles Main Library Zhu (Browse shelf(Opens below)) Available AR10676

This research suggests that consumers' approach/avoidance tendencies depend on their implicit theories about the world around them. Entity theorists believe in the immutability of the world, and thus they are not influenced by whether a persuasive message is framed in terms of approach or avoidance. In contrast, incremental theorists believe that the world is mutable, and thus they are influenced by the message frame. This proposition is supported in two studies that feature advertising messages. The mechanism underlying these effects differs as a function of implicit theory orientation. Entity theorists' focus on the outcome and incremental theorists' reliance on the process form the basis for the observed findings. A third study reveals that when a consumer's implicit theory is violated, these findings are reversed. The authors discuss theoretical and managerial implications.

There are no comments on this title.

to post a comment.

Powered by Koha