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Marketing and Consumer Studies (MACS) Research Centre Assembly with Dr. Cammy Crolic

Contemporary Issues and Trends in Marketing – Motivated Knowledge Acquisition: Implicit Self-Theories and the Preference for Knowledge Breadth or Depth

Cammy Crolic
Public lectures | Seminars | Workshops

The Marketing and Consumer Studies Research Centre (MACS) cordially invites you to our fourth Research Assembly, delivered on Wednesday 3rd May 2023, 2.00 – 4.00 pm. Details of the speaker and the talk can be found below.

Past event

Event details

The Marketing and Consumer Studies Research Centre (MACS) cordially invites you to our fourth Research Assembly, delivered on Wednesday 3rd May 2023, 2.00 – 4.00 pm. Details of the speaker and the talk can be found below.

Title: Motivated Knowledge Acquisition: Implicit Self-Theories and the Preference for Knowledge Breadth or Depth

Speaker: Dr. Cammy Crolic

Venue: Newton Building, Fourth Floor, room NEWN45

Biography: Cammy Crolic is a pre-tenure Associate Professor of Marketing at the Saïd Business School, University of Oxford and a research fellow of Green Templeton College. Her research focus is consumer behaviour. Her research explores factors affecting and the processes underlying the consumption experience. Cammy's research on hedonic and experiential consumption explores how to increase the enjoyment of repeated consumption experiences (i.e., food, music, art consumption) through increasing sensitisation or delaying hedonic decline. She is also interested in how learning, specifically how accumulating types of knowledge of the consumption experience (i.e., breadth and depth), influences the enjoyment and preferences for consumption experiences. Recently, she has become interested in consumer-technology interactions, looking at how customers interact with AI-driven chatbots, technology-mediated social platforms, and virtual influencers. Cammy’s research has been published in the Journal of Consumer Research, the Journal of Marketing, the Journal of Experimental Social Psychology, and the Journal of the Association for Consumer Research. She has also written for the Wall Street Journal and her research has been featured in the Harvard Business Review. Cammy earned an MBA and PhD and completed her undergraduate studies in psychology and marketing at the University of Florida.

Abstract: Though models of knowledge acquisition traditionally focus on the amount of information one accrues, not all knowledge is equal; indeed, individuals can accrue either breadth or depth which, in turn, differentially shapes their existing knowledge structures. Yet what prompts individuals to selectively desire these different types of knowledge? The present research presents five experiments outlining the extent to which implicit self-theories—and the underlying motivations they elicit—prompt individuals to selectively desire these distinct knowledge types. In particular, incremental theorists show a greater preference for opportunities that expand their knowledge of the diverse experiences within a category (i.e., knowledge breadth), whereas entity theorists show a greater preference for opportunities that refine their knowledge of a preferred experience within a category (i.e., knowledge depth). The distinct knowledge preferences of incremental and entity theorists are driven by different motivations (i.e., learning vs. performance goals) and are mos pronounced when individuals possess an existing knowledge structure in the domain. These findings highlight the motivational antecedents that prompt individuals to selectively acquire knowledge breadth and depth as well as the divergent search patterns of entity and incremental theorists.

Professor Babak Taheri will be the Chair of the meeting. If you have any questions, please contact us via macs@ntu.ac.uk.

Virtual Event https://www.ntu.ac.uk/about-us/events/events/2023/5/marketing-and-consumer-studies-macs-research-centre-assembly-with-dr.-cammy-crolic

Past event

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