Now showing items 1-1 of 1
Means versus Ends: The Roles of Implicit Theories and Maximizing versus Satisficing Orientations in Consumer Evaluations
This dissertation consists of two essays. The first essay investigates how consumers' implicit theories influence their sensitivity to reward points. This paper demonstrates that consumers' susceptibility to reward points differs depending on their implicit theory. Incremental theorists, who believe in changeability, are ...