Consumption Decisions Involving Goal Tradeoffs: the Impact of One Choice on Another

Ying Jiang, University of Connecticut
Robin Coulter, University of Connecticut
S. Ratneshwar, University of MissouriBColumbia
ABSTRACT - Little empirical research has studied how consumers make goal tradeoffs to determine an overall consumption experience. Results from an exploratory study revealed that anchoring and assimilation and contrast effects might be involved in the decision process of highlighting one goal or balancing conflicting goals in a consumption episode. Findings from two experiments indicate that need for cognition (NFC), level of tradeoff conflict, and decision target affect the decision-making processes, and hence consumers’ preferences for highlighting or balancing within consumption episodes.
[ to cite ]:
Ying Jiang, Robin Coulter, and S. Ratneshwar (2005) ,"Consumption Decisions Involving Goal Tradeoffs: the Impact of One Choice on Another", in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 206-211.