The Effect of Mindsets on Consumer Decision Strategies

Alison Jing Xu, Department of Marketing, Hong Kong University of Science and Technology
Robert S. Wyer, Jr., Department of Marketing, Hong Kong University of Science and Technology
When consumers consider their preference for one of a set of products without having decided whether they want to buy something, they develop a “which to buy” mindset that increases their likelihood of ultimately making a purchase. This tendency occurs regardless of the commonality of the alternatives’ features and regardless of whether or not the purchase decision is revocable. The mindset that is induced in one situation influences purchase decisions in other, unrelated situations, and is reflected in the thoughts that people generate in response to descriptions of quite different choice situations of the sort they encounter in daily life.
[ to cite ]:
Alison Jing Xu and Robert S. Wyer, Jr. (2007) ,"The Effect of Mindsets on Consumer Decision Strategies", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 631.