The influence of mindset on consumer acceptance of products

• المؤلف الرئيسي: Loo, Ryner Koh Wee
• مؤلفون آخرون: Wan Ching
• التنسيق: Final Year Project
• اللغة: English
• منشور في: Nanyang Technological University 2020
• الموضوعات: Social sciences::Psychology
• الوصول للمادة أونلاين: https://hdl.handle.net/10356/138087

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...