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.



Citation:

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.

Authors

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



Volume

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



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