Mindsets matter: Implications for branding research and practice
探讨内隐理论在品牌研究与实践中的应用，分析心态如何影响品牌广告、延伸、架构及消费者自我提升等，对品牌从业者和消费者均有启发。
Abstract Implicit theories provide an important framework to help understand consumer behavior. In this article, we focus on applications within the context of branding research and practice. First, we explore application areas of relevance to branding practitioners, such as brand advertising and positioning, brand extensions, brand architecture, and brand dilution. We situate propositions forwarded by Murphy and Dweck into traditional areas of branding research to discuss their importance to branding and suggest extensions of these ideas. Second, we consider application areas of personal relevance to consumers. We discuss how mindsets can affect the benefits consumers derive from using brands, such as self‐enhancement, self‐threat recovery, and overcoming difficult challenges in their lives.