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Research Details
Choice Based on Goals, Marketing Letters
Abstract
This article introduces a goal-based view of consumer choice in which (1) choice is influenced by three classes of goals (consumption goals, criterion goals, and process goals), (2) goals are cognitively represented, and (3) the impact of a goal on choice depends on its activation. For each class of goals, we discuss how goal activation is influenced by direct (subconscious) goal priming, by spreading activation from choice options, from other goals, and from the context, and by goal (non-)achievement. Opportunities for modeling goal-based choice, the integration of emotions in a theory of goal-based choice, and relationships with dual-process theories of decision making are discussed.
Type
Article
Author(s)
StijinM.J.Van Osselaer, Suresh Ramanathan, Margaret C Campbell, Joel B Cohen, Jeannette K Dale, Paul M. Herr, Chris Janiszewski, A. Kruglanski, Angela Y. Lee, Stephen J. Read, J.Edward Russo, Nader T. Tavassoli
Date Published
2005
Citations
Osselaer, StijinM.J.Van, Suresh Ramanathan, Margaret C Campbell, Joel B Cohen, Jeannette K Dale, Paul M. Herr, Chris Janiszewski, A. Kruglanski, Angela Y. Lee, Stephen J. Read, J.Edward Russo, and Nader T. Tavassoli. 2005. Choice Based on Goals. Marketing Letters. 16(4): 335-346.