The Effects of Goal Breadth on Consumer Preferences

Eunice Kim, Yale University, USA
Ravi Dhar, Yale University, USA
Broadly versus narrowly defining a goal affects choice. A series of studies demonstrates that individuals with a broader focal goal are more likely to choose a high price, high quality option over a low price, low quality option because broader goals decrease the consideration of the other relevant goals that shoppers have, such as the goal to be frugal.
[ to cite ]:
Eunice Kim and Ravi Dhar (2011) ,"The Effects of Goal Breadth on Consumer Preferences", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.