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The Effect of Mind-Sets on Consumer Decision Strategies

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  • Alison Jing Xu
  • Robert S. Wyer Jr.

Abstract

When consumers consider their preference for one of a set of products without having decided whether or not they want to buy something, they develop a "which-to-buy" mind-set that increases their likelihood of making a purchase both in the situation at hand and in subsequent unrelated situations. The effect of this mind-set is evident regardless of the commonality of the alternatives' features and regardless of whether or not the purchase decision is revocable. The mind-set that is induced by stating preferences in one situation influences the thoughts that people generate in response to other unrelated situations they encounter subsequently and consequently affects their actual purchase behavior in these situations. (c) 2007 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Alison Jing Xu & Robert S. Wyer Jr., 2007. "The Effect of Mind-Sets on Consumer Decision Strategies," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(4), pages 556-566, June.
    • Handle: RePEc:oup:jconrs:v:34:y:2007:i:4:p:556-566
    DOI: 10.1086/519293
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    Cited by:

    1. Sara Loughran Dommer & Jeffrey R. Parker, 2023. "Cued-recall asymmetries: the case of brand names and logos," Marketing Letters, Springer, vol. 34(4), pages 669-684, December.
    2. Wang, Shih-Ching & Lang, Mark, 2015. "The effects of special displays on shopping behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 23(C), pages 125-132.
    3. Kristen E. Duke & On Amir, 2023. "The Importance of Selling Formats: When Integrating Purchase and Quantity Decisions Increases Sales," Marketing Science, INFORMS, vol. 42(1), pages 87-109, January.
    4. Wiśniewska, Agnieszka & Liczmańska-Kopcewicz, Katarzyna & Pypłacz, Paula, 2022. "Antecedents of young adults’ willingness to support brands investing in renewable energy sources," Renewable Energy, Elsevier, vol. 190(C), pages 177-187.
    5. Krawczyk-Sokołowska, Izabela & Caputa, Wiesława, 2023. "Awareness of network security and customer value – The company and customer perspective," Technological Forecasting and Social Change, Elsevier, vol. 190(C).
    6. Nader T. Tavassoli & Matteo Visentin, 2022. "To buy or how much to buy? Partition dependence in purchase-quantity decisions," Marketing Letters, Springer, vol. 33(2), pages 177-188, June.
    7. Daphne Sobolev & Niklas Voege, 2020. "Consumer Judgment of Morally-Questionable Behaviors: The Relationship Between Ethical and Legal Judgments," Journal of Business Ethics, Springer, vol. 165(1), pages 145-160, August.
    8. Xueming Luo & Michelle Andrews & Zheng Fang & Chee Wei Phang, 2014. "Mobile Targeting," Management Science, INFORMS, vol. 60(7), pages 1738-1756, July.
    9. Ching, Andrew T. & Erdem, Tülin & Keane, Michael P., 2014. "A simple method to estimate the roles of learning, inventories and category consideration in consumer choice," Journal of choice modelling, Elsevier, vol. 13(C), pages 60-72.
    10. Muthaffar, Aisha & Vilches-Montero, Sonia, 2023. "Empowering retailers: A bounded rationality perspective to enhancing omnichannel journey satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    11. Chark, Robin & Muthukrishnan, A.V., 2022. "Brand effect on extended warranty valuation: Subjective value versus popularity," International Journal of Research in Marketing, Elsevier, vol. 39(4), pages 1082-1092.
    12. Zhan, Mengmeng & Huang, Minxue & Li, Aoqi & Yang, Yvmeng, 2023. "The role of impulsive behaviour and meta-perception in referral reward programs," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    13. Yao, Qing & Chen, Rong, 2014. "Gift Cards and Gifted Cash: The Impact of Fit between Gift Type and Message Construal," Journal of Retailing, Elsevier, vol. 90(4), pages 481-492.
    14. Ostinelli, Massimiliano & Böckenholt, Ulf, 2017. "Overcoming lower imagery ability through process priming," International Journal of Research in Marketing, Elsevier, vol. 34(4), pages 799-812.
    15. Andrew T. Ching & Tülin Erdem & Michael P. Keane, 2020. "How much do consumers know about the quality of products? Evidence from the diaper market," The Japanese Economic Review, Springer, vol. 71(4), pages 541-569, October.
    16. Lange, Jens & Krahé, Barbara, 2014. "The effects of information form and domain-specific knowledge on choice deferral," Journal of Economic Psychology, Elsevier, vol. 43(C), pages 92-104.
    17. De Bruyn, Arnaud & Prokopec, Sonja, 2017. "Assimilation-contrast theory in action: Operationalization and managerial impact in a fundraising context," International Journal of Research in Marketing, Elsevier, vol. 34(2), pages 367-381.

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