Abstract:The fresh start mindset is "defined as a belief that people can make a new start, get a new beginning, and chart a new course in life, regardless of past or present circumstances" (Price et al., 2018, p. 22). Consumers with a stronger fresh start mindset, were found to exert larger amounts of effort into a variety of transformative activities, including those activities related to transforming their budget, health, relationship, and
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