“…Mindsets shape people's motivations, goals and behaviors (Dweck and Leggett, 1988; Murphy and Dweck, 2016). Although mindset is originated in educational psychology, researchers have been studying the role of mindsets in consumer behavior (Japutra and Song, 2020; Kwon et al , 2016; McManus et al , 2020; Murphy and Dweck, 2016; Park and John, 2010, 2012; Rahnama and Leszczyc, 2022; Rai and Lin, 2019). It is supported that fixed and growth mindset consumers differ in which benefits they seek in particular products and which product information in advertising they are persuaded more because they seek different goals (Kwon et al , 2016; Murphy and Dweck, 2016; Park and John, 2012; Seo et al, 2021).…”