Consumer Evaluations of Hybrid Products: the Role of Active Goals

Moon-Yong Kim, Hankuk University of Foreign Studies, South Korea
Sehoon Park, Sogang University, South Korea
This research examines whether (1) the active goal relevant to the hybrid product can influence consumers' inferences of a hybrid product generating multiple-category inference; and (2) the active goal can increase the preference for the hybrid product.
[ to cite ]:
Moon-Yong Kim and Sehoon Park (2014) ,"Consumer Evaluations of Hybrid Products: the Role of Active Goals ", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 791-791.