Sticking to Plan: How Concrete Mindsets Increase Reliance on Mental Budgets

Sonja Prokopec, ESSEC Business School, France
Francine Espinoza, ESMT, Germany
Vanessa Patrick, University of Houston, USA
This research demonstrates that mental budgets are temporally unstable in that consumers do not rely on them for future consumption decisions, and, that concrete mindsets can enhance reliance on mental budgets over time. We present a set of three studies to investigate these notions.
[ to cite ]:
Sonja Prokopec, Francine Espinoza, and Vanessa Patrick (2012) ,"Sticking to Plan: How Concrete Mindsets Increase Reliance on Mental Budgets", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 807-808.