The influence of mindset on consumer acceptance of products

• Main Author: Loo, Ryner Koh Wee
• Other Authors: Wan Ching
• Format: Final Year Project
• Language: English
• Published: Nanyang Technological University 2020
• Subjects: Social sciences::Psychology
• Online Access: https://hdl.handle.net/10356/138087
• Institution: Nanyang Technological University

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...