The Role of Abstract and Concrete Mindsets on the Purchase of Adjacent Products

Kelly Goldsmith, Yale University
Ravi Dhar, Yale University
Most choice research has examined how consumers choose in isolation (e.g., within one category at a time). In contrast, real world consumer choice often involves making a series of choices within adjacent categories considered at once (e.g., in the oral care aisle one may consider buying items among toothpaste, mouthwash, floss, etc). This project explores how a consumer’s construal level will influence the number of items purchased when multiple adjacent-category offerings are presented. In a series of studies, we find that consumers with an abstract construal purchase significantly more items from adjacent categories, relative to those with a concrete construal.
[ to cite ]:
Kelly Goldsmith and Ravi Dhar (2008) ,"The Role of Abstract and Concrete Mindsets on the Purchase of Adjacent Products", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 26-30.