The relationship between fixed mindsets, brand-self engagement, and brand favorability

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...