Fix‐Me or Grow‐Me? Implicit Mindsets Shape Educational Product Preferences
通过五项研究，发现内隐心态影响人们对教育产品的偏好：固定心态者更偏好强化优势的产品，成长心态者更偏好弥补弱点的产品，但引入社会比较后差异消失。
ABSTRACT Everyone has both strengths and weaknesses, yet our resources are limited. Therefore, when allocating effort, we must strategically decide whether to focus on strengths or on weaknesses. Across five studies, we show that implicit mindsets shape preferences for educational products. Compared with fixed‐mindset individuals, who emphasize performance goals and thus show a stronger preference for strength‐developing products, growth‐mindset individuals place greater emphasis on mastery goals and therefore display a relatively stronger preference for weakness‐remedying products. When social comparison is introduced, this difference vanishes, as individuals with both mindsets shift toward greater prioritization of performance goals and consequently converge on a strong preference for strength‐focused products. This research not only enriches our understanding of implicit mindsets, educational decision‐making, and achievement goals but also carries substantial implications for marketers, educators, and policymakers.