Goal Abstraction Compatibility and Lexical Fit in Consumer Choice

Ryan Hamilton, Northwestern University

Abstraction Compatibility: The Preference for Concrete Features or Abstract Benefits as a Function of Mindset

 

Ryan Hamilton, Northwestern University

 

Objects can be described by either their concrete, feature-level attributes or by more abstract, benefit-level attributes. Likewise, a consumer may have a relatively more abstract or concrete mindset in approaching a decision. In a series of studies, we find that choice is a function of consumer mindset such that individuals with an abstract mindset tend to prefer products that dominate on abstract benefits and individuals with a concrete mindset tend to prefer products that dominate on concrete features.
[ to cite ]:
Ryan Hamilton (2006) ,"Goal Abstraction Compatibility and Lexical Fit in Consumer Choice", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 328-328.