Pragya Mathur

The Influence of Consumers' Lay Theories on Approach/Avoidance Motivation

This research suggests that consumers’ approach/avoidance tendencies depend on their implicit theories about the world around them. Entity theorists believe in the immutability of the world, and thus they are not influenced by whether a persuasive message is framed in terms of approach or avoidance. In contrast, incremental theorists believe that the world is mutable, and thus they are influenced by the message frame. This proposition is supported in two studies that feature advertising messages. The mechanism underlying these effects differs as a function of implicit theory orientation. Entity theorists’ focus on the outcome and incremental theorists’ reliance on the process form the basis for the observed findings. A third study reveals that when a consumers implicit theory is violated, these findings are reversed. The authors discuss theoretical and managerial implications.

The Effects of Country-Related Affect on Product Evaluations

Affect toward countries can be generated by peoples personal experiences with the country or by targeted advertising campaigns designed to create positive affect toward the country. In four experiments, this research examines the effect of country-related affect (CRA) on the evaluations of products originating from the country. Country-related affect (CRA) systematically influences product evaluations depending on the valence as well as the warmth or competence associations of CRA. Positive CRA enhances evaluations of products with favorable country-related product (CRP) associations, but it boomerangs and decreases evaluations of products with unfavorable CRP associations. Positive CRA engenders high (vs. low) construal processing that directs consumer attention to CRP associations under low (vs. high) arousal conditions (experiments 1 and 2). Experiments 3 and 4 establish that CRA is a unique type of incidental affect that influences product evaluations based on its warmth or competence associations. The implications for country of origin research are discussed.