Capitalizing on brand personalities in advertising: The influence of implicit self‐theories on ad appeal effectiveness

How can firms use brand personalities to develop the most persuasive advertising appeals? In this article, we examine advertising appeals that capitalize on the signaling opportunities that using these brands can provide (signaling ad appeal) versus the self‐improvement opportunities that using these brands can offer (self‐improvement ad appeal). In two studies, we find that the effectiveness of these appeals depends on consumers' implicit self‐theories. Specifically, signaling ad appeals are more effective for consumers who believe their personal qualities are fixed and cannot be developed through their own efforts (entity theorists), whereas self‐improvement ad appeals are more effective for consumers who believe their personal qualities are malleable and can be developed (incremental theorists). Implications for brand personality research and advertising are discussed.