Blind to All Else: the Role of Mindsets in Multiple-Goal Pursuit

Anastasiya Pocheptsova, University of Maryland, USA
Jordan Etkin, University of Maryland, USA
Ravi Dhar, Yale University, USA
This paper examines the effect of goal-related mindsets on consumers’ product choices. We show that being in an implemental mindset for one of multiple goals leads consumers to highlight pursuit of that goal in their product choices, disrupting the process of balancing in multiple-goal pursuit.
[ to cite ]:
Anastasiya Pocheptsova, Jordan Etkin, and Ravi Dhar (2012) ,"Blind to All Else: the Role of Mindsets in Multiple-Goal Pursuit", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 246-249.