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



Share Proceeding

Featured papers

See More

Featured

Teaching Old Dog New Tricks… and Old Bottles New Jeans. The Role of Implicit Theories in the Evaluation of Recycled Products

Alessandro Biraglia, University of Leeds
J. Josko Brakus, University of Leeds
Lucia Mannetti, Sapienza University of Rome
Ambra Brizi, Sapienza University of Rome

Read More

Featured

Felt Ambivalence: Exploring the Storage Structure and Role of Situational Relevance on the Accessibility of Dominant and Conflicting Reactions

Amit Surendra Singh, Ohio State University, USA
H. Rao Unnava, University of California, Davis

Read More

Featured

P2. The Upside of Myopic Loss Aversion

Daniel Wall, Carnegie Mellon University, USA
Gretchen Chapman, Carnegie Mellon University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.