One Without the Other: the Effects of Priming Individual and Collective Mindset on Consumer Choice and Valuation

James A. Mourey, University of Michigan, USA
Carolyn Yoon, University of Michigan, USA
Daphna Oyserman, University of Michigan, USA
Mindset primes influence consumer choice and valuation such that consumers primed with collective mindset primes (1) see more relationships perceived among products in an initial selection task, (2) display an unwillingness to break apart items perceived as being related once selected, and (3) show an increased willingness-to-pay to preserve relationships compared to consumers primed with independent mindset primes.
[ to cite ]:
James A. Mourey, Carolyn Yoon, and Daphna Oyserman (2011) ,"One Without the Other: the Effects of Priming Individual and Collective Mindset on Consumer Choice and Valuation", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.