The Impact of Shopping the Right Way: the Influence of Fit Between Mindsets and Shopping Orientations on Product Evaluations and Willingness to Pay

Oliver B. Büttner, Zeppelin University, Germany
Arnd Florack, Zeppelin University, Germany
Anja S. Göritz, University of Würzburg, Germany
We examined whether consumers experience regulatory fit when the active mindset supports how they usually shop. Across three studies, we found that a fit between mindset and chronic shopping orientation enhances the evaluation of products and increases consumers’ willingness to pay.
[ to cite ]:
Oliver B. Büttner, Arnd Florack, and Anja S. Göritz (2011) ,"The Impact of Shopping the Right Way: the Influence of Fit Between Mindsets and Shopping Orientations on Product Evaluations and Willingness to Pay", 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.