Judging By Appearances: the Effect of Goal Pursuit on Product Preferences

Tess Bogaerts, Ghent University, Belgium
Mario Pandelaere, Ghent University, Belgium
Study 1 shows that extrinsically oriented people are more likely than intrinsically oriented people to choose an inferior product with an appealing package design over a superior product with an unappealing package design. Study 2 demonstrates that extrinsically oriented people assign more quality to products with an appealing package design.
[ to cite ]:
Tess Bogaerts and Mario Pandelaere (2012) ,"Judging By Appearances: the Effect of Goal Pursuit on Product Preferences", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 577-578.