How Goals Affect the Impact of Product Attributes on Product Evaluation: the Role of Attribute Ability, Goal Activation and Goal-Product Fit

Na Xiao, Queen’s University, Canada
Laurence Ashworth, Queen’s University, Canada
Much research examines the way in which consumers combine or compare product attribute information when evaluating products. It is not clear, however, what causes certain attributes to be important in the first place. The current work starts with the broad notion that attributes that are related to activated goals should exert a greater impact on overall product evaluation. This means that the ability of a particular attribute to fulfill a goal should have a greater impact on overall product evaluation when the goal is activated. We further suggest that this effect is moderated by the extent to which the goal “fits” with the particular product. That is, consumers view the product as an appropriate means to fulfill the particular goal. The results of two experiments provided support for our hypotheses.
[ to cite ]:
Na Xiao and Laurence Ashworth (2011) ,"How Goals Affect the Impact of Product Attributes on Product Evaluation: the Role of Attribute Ability, Goal Activation and Goal-Product Fit ", 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.