Mandal, Sudipta; Sahay, Arvind; Terron, Adrian; Mahto, … - In: European Journal of Marketing 55 (2021) 5, pp. 1489-1515
Purpose: Consumers subscribe to different mindsets or implicit theories of personality malleability, namely, fixed and growth mindsets. This study aims to investigate how and why consumers’ mindsets can influence their word-of-mouth (WOM) intentions toward a brand and the consequent...