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...
| Main Author: | |
|---|---|
| Other Authors: | |
| Format: | Final Year Project (FYP) |
| Language: | English |
| Published: |
Nanyang Technological University
2020
|
| Subjects: | |
| Online Access: | https://hdl.handle.net/10356/138087 |