نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری مدیریت بازرگانی، دانشکده اقتصاد،مدیریت وحسابداری،دانشگاه یزد، یزد، ایران.
2 استاد گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه یزد، یزد، ایران.
3 دانشیار گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه یزد، یزد، ایران
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Introduction: This study explores the role of motivations and mindsets in shaping consumer purchasing behavior. In today’s highly competitive markets, companies rely on various incentives and options to attract customers, yet many individuals remain unaware of the underlying factors that drive their decisions to buy certain products or services. The shift from producer-oriented to consumer-oriented markets has increased the importance of precisely understanding customer needs, wants, and preferences. Accordingly, consumer spending is not only essential for the survival and growth of businesses but also plays a vital role in supporting macroeconomic dynamics, drawing the attention of researchers, managers, and policymakers. In marketing research, indicators such as customer satisfaction, perceived service quality, and loyalty are often seen as central factors influencing consumer behavior. However, it is still unclear which of these indicators has the strongest effect on spending and purchase decisions. A key concept in this regard is the consumer mindset. Individuals with a fixed mindset view human traits as unchangeable, while those with a growth mindset consider learning and improvement valuable, remaining more open to new options and experiences. These psychological differences strongly shape how consumers perceive brands and make choices. Typology serves as a useful tool for classifying and comparing consumer behaviors. Although it risks oversimplifying complex realities, it can enhance our understanding of both similarities and differences. At the same time, an overabundance of choices often creates cognitive load and complicates decision-making. The aim of this research is to design a consumer mindset typology and propose sustainable solutions that help marketers make more effective strategic decisions in complex markets.
Methodology: This study was conducted in a descriptive-analytical manner using a field survey. In the first stage, consumer mindsets were identified through a literature review, and the importance of each mindset was determined using expert opinions and the Simple Additive Weighting (SAW) multi-criteria decision-making method. The sample size was calculated using Cochran’s formula, and data were collected from consumers in the city of Yazd via a questionnaire. A t-test was applied to examine whether the mindsets were significantly above the average level. Additionally, triadic combinations of mindsets were used to analyze decision-making patterns, and ultimately, a typology of consumer mindsets was developed to provide a deeper understanding of purchasing styles.
Discussion and Results: The study identified eight consumer mindsets that reflect the interaction of motivation, cognition, and perceived resources: Limited Transcendence-Seeker, Broad Transcendence-Seeker, Limited Explorer, Broad Explorer, Limited Fixed-Mindset Consumer, Broad Fixed-Mindset Consumer, Limited Conservative Consumer, and Broad Conservative Consumer. This typology confirms that consumer behavior is heterogeneous, shaped by the balance between growth-seeking, openness to novelty, and sensitivity to constraints. Growth-oriented consumers (transcendence-seekers and explorers) pursue learning, skill development, and improvement, though limited types respond more to scarcity while broad types emphasize long-term opportunities. Fixed-mindset and conservative consumers prioritize risk avoidance and tangible evidence, yet their orientation toward scarcity or abundance defines how open or flexible they remain.The results enrich theory by connecting decision-making with mindset and resource perception, and offer practical guidance for segmentation: reassurance and guarantees for fixed and conservative consumers, and innovation-driven, exploratory messages for growth-oriented groups.
Conclusion: This study introduced a novel typology of consumer mindsets, conceptualized through theoretical analysis, expert insights, and prior research findings. Eight distinct consumer types were identified, reflecting how individuals perceive growth potential, resource availability, and product evaluation in their decision-making processes. These types—ranging from limited transcendence-seekers to broad conservative consumers—illustrate the interplay between intrinsic motivation, cognitive orientations, and contextual constraints in shaping consumption behavior. The framework highlights that consumer decision-making is not merely transactional but deeply rooted in perceptions of growth, resource sufficiency, and openness to novelty. Growth-oriented consumers, whether transcendence-seekers or explorers, display strong tendencies toward learning, skill development, and long-term improvement, though they differ in how they respond to scarcity or abundance. In contrast, fixed-mindset and conservative consumers prioritize stability, risk aversion, and tangible evidence, with their orientation toward either scarcity or abundance shaping the degree of openness in their choices. By mapping these mental models, the study provides a structured lens for understanding heterogeneity in consumer behavior. This typology has significant implications for marketing strategy, product development, and customer experience design. Firms can better tailor communication and value propositions by aligning with consumer cognitive frames: for instance, offering assurance and risk reduction to fixed consumers, or emphasizing exploration and innovation for growth-oriented ones. Overall, the proposed typology advances theoretical understanding of consumer psychology while offering practical pathways for market segmentation and strategy design. It underscores that consumer behavior is best interpreted through the dynamic interaction of motivation, mindset, and perceived resource conditions.
کلیدواژهها [English]
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