How Mindset Influences Consumer Judgments: Investigating the Role of Mental Imagery and Affective Responses

Cheng Qiu, University of Hong Kong, China
This research examines the impact of mindset on consumer decisions. While previous research suggests that an abstract mindset may shift consumers’ focus to the desirable aspects whereas a concrete mindset may highlight feasibility concerns in their product decisions, this research focuses on consumer decisions where feasibility is not a concern. It is proposed that a concrete (vs. abstract) mindset may lead to greater intention to try products involving immediate, desirable experiences (e.g., nice fruit dessert) when detailed product information is provided (e.g., product picture). Findings from one experiment provide preliminary support to the hypotheses. Further experiments are planned to pin down the underlying mechanism involving the construction of consumption mental imagery and affective responses.
[ to cite ]:
Cheng Qiu (2011) ,"How Mindset Influences Consumer Judgments: Investigating the Role of Mental Imagery and Affective Responses", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 790-791.