Evaluation of Hybrid Products: the Role of Goal Activation

This study examines whether the same hybrid product will lead to the differing evaluations of the product depending on the category inference strategy employed when only one of the key focal goals that the hybrid product can satisfy is activated. Furthermore, this study explores whether evaluations of the hybrid product using single-category inference will reflect valuation and/or devaluation effects when the activated goal is one of key focal goals associated with the hybrid product.



Citation:

Moon-Yong Kim, Yong J. Hyun, and Sehoon Park (2011) ,"Evaluation of Hybrid Products: the Role of Goal Activation ", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 53-54.

Authors

Moon-Yong Kim, Dongguk University, South Korea
Yong J. Hyun, KAIST Business School, South Korea
Sehoon Park, Sogang University, South Korea



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011



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