How Goal-Based Labels Drive Choice and Choice Satisfaction

Business practitioners increasingly seem to believe in the power of goal-based labels (e.g., Acer ‘TravelMate’). Results from an experimental study show that novices (not experts) experience a positive effect of goal-based labeling on choice satisfaction. We explain this effect using choice uncertainty and difficulty as mediators. We further find that novices use goal-based labels to make sense of attribute info.



Citation:

Kristof Geskens, Frank Goedertier, Bert Weijters, and Maggie Geuens (2011) ,"How Goal-Based Labels Drive Choice and Choice Satisfaction", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 475-476.

Authors

Kristof Geskens, Vlerick Leuven Gent Management School, Belgium
Frank Goedertier, Vlerick Leuven Gent Management School, Belgium
Bert Weijters, Vlerick Leuven Gent Management School, Belgium
Maggie Geuens, Ghent University & Vlerick Leuven Gent Management School, Belgium



Volume

NA - Advances in Consumer Research Volume 39 | 2011



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