Effect of Goals Salience and Goals Conflict on Typicality: the Case of "Health Food"

Hiba El Dahr, Universite Montpellier SupAgro, France
Fatiha Fort, Universite Montpellier SupAgro, France
The aim of this article is to highlight the role of consumer’s goals, in this case the « health » goal, in the cognitive representations and perception of food products, in particular « health foods ». On the basis of the goal theories used in a categorical approach in information processing, we show that the salience of health goals has a significant influence on the perceived typicality of the products in the health food category. The consumption context and the overall hierarchy of the goals sought constitute moderating variables.
[ to cite ]:
Hiba El Dahr and Fatiha Fort (2008) ,"Effect of Goals Salience and Goals Conflict on Typicality: the Case of "Health Food"", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 282-288.