The Effect of Mind-Sets on Consumer Decision Strategies

  • Xu A
  • Wyer R
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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 re- gardless 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 subse- quently and consequently affects their actual purchase behavior in these situations.

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Authors

  • Alison Jing Xu

  • Robert S. Wyer

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