The mindset framework and its downstream effects provide exciting new opportunities to explore one of the powerful drivers of consumer and organizational behavior. To advance discussions on the concept and applications of mindsets in consumer research and in the marketplace, we (1) provide conceptual and contextual clarity into the signaling mechanism and the process/outcome focus by identifying relevant and meaningful consumer contexts, (2) consider the unique theoretical contributions implicit theory may make to the field of consumer psychology, and (3) suggest potential solutions for important methodological challenges researchers and practitioners may face when implementing the mindsets framework. Finally, we (4) highlight the managerial and organizational relevance of mindsets.

A growing stream of research has examined emotions and decision‐making based on the appraisal tendencies associated with emotions. This paper outlines two general approaches that can lead to further our understanding of the variety of ways emotions affect decision‐making and information processing. Specifically, future research can examine the nature of emotional appraisals or investigate the nature of decision contexts and underlying psychological processes influenced by emotions. To understand the nature of emotional appraisals, scholars could examine the interaction of two appraisal dimensions or identify novel appraisal tendencies. To understand the decision‐making contexts and psychological processes influenced by emotions, scholars could examine how emotions interact with contextual influences to shape judgments through a variety of processes such as providing information, priming goals, or activating mindsets. These approaches to the study of emotions and decision‐making will contribute to more nuanced theory development around emotions, nurture new empirical work, and encourage interest in exploring a broader set of emotions.