Knowing What I Want: Alignability, Attentional Focus, and the Identification of Consumption Goals

Michael Hair, Georgia Institute of Technology, USA
Samuel Bond, Georgia Institute of Technology, USA
Our research addresses the impact of goal identification on decision outcomes. In three studies, we demonstrate that conscious consideration of one’s consumption goals can either beneficial or harmful, depending on the extent to which goal-relevant attribute information is available, comparable across options, and influential on decision quality.
[ to cite ]:
Michael Hair and Samuel Bond (2012) ,"Knowing What I Want: Alignability, Attentional Focus, and the Identification of Consumption Goals", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1105-1105.