The Five mindsets that drive Consumer Behaviour
If you’re a marketer worth your salt, you’ve probably thought deeply about your customers’ needs and desires. But when was the last time you considered their mindset? A mindset is a mental state that affects how we interpret and respond to things in our environment. You may have heard of mindsets in the context of education or career development. People with a “fixed” mindset tend to see abilities as set in stone: predetermined, perhaps by genetics. If you’re bad at math or public speaking, you’ll always be bad, because that’s just how you are. People with a “growth” mindset, on the other hand, tend to see abilities as in flux, influenced by practice or training. With a growth mindset, if you’re bad at math or public speaking, you believe you can improve your skills by taking a course or finding a mentor.