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

Most choice research has examined consumer choices in isolation (from one category at a time). However, consumers often make a series of choices from adjacent categories (in the oral care aisle one may consider buying toothpaste, mouthwash, etc). This project explores how a consumer’s mindset (abstract versus concrete) will influence the number of items purchased from a set of adjacent products. Across several studies, we demonstrate that consumers in an abstract mindset purchase significantly more items from adjacent categories, relative to those in a concrete mindset. We identify an underlying shift in regulatory focus as the mechanism behind this effect.


Kelly Goldsmith and Ravi Dhar (2009) ,"The Role of Abstract and Concrete Mindsets on the Purchase of Adjacent Products", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 244-246.


Kelly Goldsmith, Yale University, U.S.A.
Ravi Dhar, Yale University, U.S.A.


AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009

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