The Effect of General Action Goals on Evaluations of Innovative Products

Xuefeng Liu, University of Illinois at Urbana-Champaign, USA
Dolores Albarracin, University of Illinois at Urbana-Champaign, USA
As goal systems are hierarchical in nature, some goals are more general than others. But so far no work has investigated the effects of general goals on product evaluations. General action goals are among the broadest possible goals and can direct amount of cognitive and motor output resulting in a variety of behaviors such as learning and eating. In the present study, participants evaluated an incrementally new product more favorably when they were primed with general action than inaction goals. In contrast, participants evaluated a radically new product similarly whether they were primed with general action or inaction goals.
[ to cite ]:
Xuefeng Liu and Dolores Albarracin (2010) ,"The Effect of General Action Goals on Evaluations of Innovative Products", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 858-859 .