Driven By the Cues: Goal Attainment Makes Consumers More Responsive to Shopping-Related Contextual Cues

Sebastian Sadowski, University of Groningen, The Netherlands
Bob M. Fennis, University of Groningen, The Netherlands
Koert van Ittersum, University of Groningen, The Netherlands
We demonstrate how goals overriding the shopping goal drive consumer responsiveness to subtle contextual cues. We show that assortment structure can lead to product choices from varying locations, but only when highly desired goals (e.g., hunger has been satisfied) have been already attained, not when they are merely anticipated.
[ to cite ]:
Sebastian Sadowski, Bob M. Fennis, and Koert van Ittersum (2017) ,"Driven By the Cues: Goal Attainment Makes Consumers More Responsive to Shopping-Related Contextual Cues", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 856-857.