Abstract Goal and External Reference-Point Interaction in Food Decision Making

Jutta Schuch, University of Goettingen, Germany
Steffen Jahn, University of Goettingen, Germany
Yasemin Boztug, University of Goettingen, Germany
Predictions made by goal theories or reference-dependent preference theory do not always align. This research addresses the question whether the disclosure of reference information has the same consequence for consumers with different consumption goals. A choice-based conjoint experiment in the food domain serves to test our propositions.
[ to cite ]:
Jutta Schuch, Steffen Jahn, and Yasemin Boztug (2015) ,"Abstract Goal and External Reference-Point Interaction in Food Decision Making", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 572-573.