Want to feel sexy? It's all in the bag, study finds

Deborah Roedder Johnthe report herethinksIndividuals who endorse entity theory view their personal qualities as something they cannot improve through their own direct efforts; instead, they seek out opportunities (such as brand experiences) to signal their positive qualities to the self or others. Conversely, individuals who endorse incremental theory view their personal qualities as something they can enhance through their own efforts at self‐improvement, reducing the value of signaling opportunities through brands.or does it at allFind The Body Odd on Twitter and Facebook.