TY - JOUR
T1 - Meaningful stories and attitudes toward the brand
T2 - The moderating role of consumers' implicit mindsets
AU - Carnevale, Marina
AU - Yucel-Aybat, Ozge
AU - Kachersky, Luke
N1 - Funding Information:
This research was partially funded by Fordham University research
Publisher Copyright:
Copyright © 2017 John Wiley & Sons, Ltd.
PY - 2018/1/1
Y1 - 2018/1/1
N2 - Although the current trend is for marketers to focus on consumer happiness, in this research, we suggest that meaningful (vs. happy) stories can elicit more positive brand attitudes. Across two studies, we show that some consumer segments hold a more positive attitude toward the brand when the stories shared by the brand are meaningful, rather than happy––that is, when they are characterized by a sense of purpose and a mixed affective component. Particularly, this effect holds for individuals with a growth mindset. These consumers believe in the changeability of the world and, therefore, are more adept at accepting negative emotions in positive pursuits entailed in meaningful, but not happy, stories.
AB - Although the current trend is for marketers to focus on consumer happiness, in this research, we suggest that meaningful (vs. happy) stories can elicit more positive brand attitudes. Across two studies, we show that some consumer segments hold a more positive attitude toward the brand when the stories shared by the brand are meaningful, rather than happy––that is, when they are characterized by a sense of purpose and a mixed affective component. Particularly, this effect holds for individuals with a growth mindset. These consumers believe in the changeability of the world and, therefore, are more adept at accepting negative emotions in positive pursuits entailed in meaningful, but not happy, stories.
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U2 - 10.1002/cb.1687
DO - 10.1002/cb.1687
M3 - Article
AN - SCOPUS:85040812754
SN - 1472-0817
VL - 17
SP - e78-e89
JO - Journal of Consumer Behaviour
JF - Journal of Consumer Behaviour
IS - 1
ER -