Capitalizing on brand personalities in advertising: The influence of implicit self‐theories on ad appeal effectiveness

By J. K. Park, Deborah Roedder John. 2012

119 citations recorded by the source corpus.

Subfields: Applied Psychology, Clinical Psychology, Marketing

View Paper: https://www.semanticscholar.org/paper/5bb7e93a1e4332e74912720500db15e11a54c341

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Applied Psychology

1. Carol S. Dweck
2. M. Murphy
3. D. Macinnis
4. V. Folkes
5. E. Usher
6. Vinit Ghosh
7. Nachiketa Tripathi

In Clinical Psychology

1. Carol S. Dweck
2. M. Murphy
3. D. Macinnis
4. V. Folkes
5. Vinit Ghosh
6. Nachiketa Tripathi

In Marketing

1. Carol S. Dweck
2. M. Murphy
3. D. Macinnis
4. V. Folkes
5. Bernd H. Schmitt

Citations in the corpus

• Mindsets shape consumer behavior (2016, background): “In a set of interesting experiments, Park and John (2012) found that when people subscribed to a fixed mindset, ads suggesting that a consumer could display desirable traits to others by using the product were more effective in changing attitudes relative to ads focused on self-improvement.”
• Humanizing brands: When brands seem to be like me, part of me, and in a relationship with me (2017, background): “Park and John (2012) observed that entity theorists respond more favorably to ads that signal intelligence and sophistication (desirable personality associations) than incremental theorists do, because entity theorists seek opportunities for self-enhancement (a sociality motivation in Fig.”