How Goal-Based Labels Drive Choice and Choice Satisfaction

Kristof Geskens, Vlerick Leuven Gent Management School, Belgium
Frank Goedertier, Vlerick Leuven Gent Management School, Belgium
Bert Weijters, Vlerick Leuven Gent Management School, Belgium
Maggie Geuens, Ghent University & Vlerick Leuven Gent Management School, Belgium
Business practitioners increasingly seem to believe in the power of goal-based labels (e.g., Acer ‘TravelMate’). Results from an experimental study show that novices (not experts) experience a positive effect of goal-based labeling on choice satisfaction. We explain this effect using choice uncertainty and difficulty as mediators. We further find that novices use goal-based labels to make sense of attribute info.
[ to cite ]:
Kristof Geskens, Frank Goedertier, Bert Weijters, and Maggie Geuens (2011) ,"How Goal-Based Labels Drive Choice and Choice Satisfaction", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 475-476.