One Without the Other: the Effects of Priming Individual and Collective Mindset on Consumer Choice and Valuation

One Without the Other: the Effects of Priming Individual and Collective Mindset on Consumer Choice and Valuation

Mindset primes influence consumer choice and valuation such that consumers primed with collective mindset primes (1) see more relationships perceived among products in an initial selection task, (2) display an unwillingness to break apart items perceived as being related once selected, and (3) show...

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Bibliographische Detailangaben
Hauptverfasser: Mourey, James A, Yoon, Carolyn, Oyserman, Daphna
Format: Tagungsbericht
Sprache:eng
Schlagworte:
Collectivism
Consumers
Product choice
Studies
Willingness to pay
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Beschreibung
Zusammenfassung:Mindset primes influence consumer choice and valuation such that consumers primed with collective mindset primes (1) see more relationships perceived among products in an initial selection task, (2) display an unwillingness to break apart items perceived as being related once selected, and (3) show an increased willingness-to-pay to preserve relationships compared to consumers primed with independent mindset primes.
ISSN:0098-9258