“…At the core of implicit theories is the belief that entities (humans, brands, groups, companies) are fixed with little room for improvement, i.e a fixed mindset, or the belief that entities change, improve, and grow, i.e. a growth mindset (Dweck, 2000;Plaks, 2017). This simple, yet robust theoretical proposition has caught the attention of researchers in different areas, including organizational (Murphy & Dweck, 2010) and consumer behavior (Wheeler & Omair, 2016), with important implications for understanding brand trust after a brand has been involved in a negative incident.…”