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

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.


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.


Kelly Goldsmith, Yale University
Ravi Dhar, Yale University


NA - Advances in Consumer Research Volume 35 | 2008

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