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. CR - Copyright © 2007 Journal of Consumer Research, Inc.
Alison Jing Xu, & Jr., R. S. W. (2007). The Effect of Mind‐Sets on Consumer Decision Strategies. Journal of Consumer Research, 34(4), 556–566. https://doi.org/10.1086/519293