...Taku Togawa; Hiroaki Ishii; Naoto Onzo; Rajat Roy Purpose The purpose of this paper is to examine how abstract vs concrete mindsets impact consumers’ post-purchase affective states. Drawing on construal level theory, the study examines when consumers experience “pleasure” or “guilt” after impulse...

...Clive Nancarrow; Andy Barker; Len Tiu Wright Addresses the need in qualitative market research to consider how best to sample and recruit the right mindsets (respondents) and, if appropriate, prime these for subsequent interviews to maximise insight. Discusses models that might direct recruitment...