Journal
JOURNAL OF BUSINESS RESEARCH
Volume 95, Issue -, Pages 316-325Publisher
ELSEVIER SCIENCE INC
DOI: 10.1016/j.jbusres.2018.08.016
Keywords
Implicit self-theories; Mindset; Financial risk-seeking; Regulatory focus
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This research investigates the influence of implicit self-theories of personality on consumers' financial decisions. We show that consumers who believe that personality traits are malleable (i.e., incremental theorists) prefer riskier investments because they are promotion-focused. However, consumers who believe that personality traits are fixed (i.e., entity theorists) prefer risk-averse investments because they are prevention-focused. Furthermore, we demonstrate the mediating role of a regulatory focus by both measuring and manipulating this construct. The theoretical and managerial implications of our research are discussed.
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