Consumer mindsets and self-enhancement: Signaling versus learning

The mindset framework and its downstream effects provide exciting new opportunities to explore one of the powerful drivers of consumer and organizational behavior. To advance discussions on the concept and applications of mindsets in consumer research and in the marketplace, we (1) provide conceptual and contextual clarity into the signaling mechanism and the process/outcome focus by identifying relevant and meaningful consumer contexts, (2) consider the unique theoretical contributions implicit theory may make to the field of consumer psychology, and (3) suggest potential solutions for important methodological challenges researchers and practitioners may face when implementing the mindsets framework. Finally, we (4) highlight the managerial and organizational relevance of mindsets.