The influence of mindset on consumer acceptance of products
Idealistic and pragmatic mindsets cause consumers to focus on different aspects of decision-making—the tradeoff between values and practicality. We propose that brand logos are able to activate idealistic and pragmatic mindsets, which influence consumers’ acceptance of a product, and that this relat...
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| Format: | Final Year Project |
| Language: | English |
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Nanyang Technological University
2020
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| Online Access: | https://hdl.handle.net/10356/138087 |
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| Institution: | Nanyang Technological University |
| Language: | English |