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This study proposes that mindset activated (deliberative vs. implementational) may affect perceived self-efficacy for low confidence consumers. Theoretical support comes from the research on construal levels and self-control (Fujita et al. 2006). Their experiments demonstrate that construing a situation in high-level terms (such as priming a deliberative [vs. implementational] mindset) would promote self-control (such as reduced preferences for immediate over delayed outcomes). To boost self-efficacy in a discouraging, low confidence situation certainly requires self-control, thus it is likely that a deliberative mindset would similarly have a favorable effect on self-efficacy. In addition, it is likely that a deliberative (vs. implementational) mindset would engender a fair and balanced evaluation of the situation (Taylor and Gollwitzer 1995), which may be lacking especially for low confidence consumers. In sum, the prediction is that a deliberative (vs. implementational) mindset would help boost self-efficacy for low (not high) confidence consumers
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