H2. Influencing Consumer Response to Products With High Styling: the Role of Mindsets

This research investigates the conditions under which consumer response to products with a high level of styling will more likely be positive. Empirical studies demonstrate that consumers evaluate a high-styling (vs. low-styling) product more favorably when they are in an abstract, rather than a concrete, mindset.



Citation:

Ying-Ching Lin and Angela Chang (2018) ,"H2. Influencing Consumer Response to Products With High Styling: the Role of Mindsets", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 917-917.

Authors

Ying-Ching Lin, National Chengchi Uniersity, Taiwan
Angela Chang, Northeastern University, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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