MIT brand was evaluated using the measure described in study 1. MBA student were asked to select five personality traits. they strongly associate with MIT. Four personality trait were mentioned most frequently as strongly associated with this brand. the remaining 38 traits were mentioned by less than 50 of respondents, Student were also asked how interested they would be in an opportunity to enhance themselves on the set of 42 traits, with result showing student to be very interested in enhancing the traits associated with MIT, Ratings for entity and incremental theorists were similar however, females registered less interest than males for the technical trait.
Thus, we used the remaining three personality traits highly associated with MIT to measure self-perceptions in the main study