The Effect of Action and Inaction Goal Primes on Consumers’ Information Processing

Juliano Laran, University of Miami, USA
Action and inaction goals were activated by exposing consumers to information associated with these goals. The studies demonstrate that allowing consumers to pursue an action or inaction processing goal makes them more susceptible to the marketer’s influence and more likely to perform decision-congruent behaviors.
[ to cite ]:
Juliano Laran (2011) ,"The Effect of Action and Inaction Goal Primes on Consumers’ Information Processing", 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.