Judging By Appearances: the Effect of Goal Pursuit on Product Preferences

Study 1 shows that extrinsically oriented people are more likely than intrinsically oriented people to choose an inferior product with an appealing package design over a superior product with an unappealing package design. Study 2 demonstrates that extrinsically oriented people assign more quality to products with an appealing package design.


Tess Bogaerts and Mario Pandelaere (2012) ,"Judging By Appearances: the Effect of Goal Pursuit on Product Preferences", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 577-578.


Tess Bogaerts, Ghent University, Belgium
Mario Pandelaere, Ghent University, Belgium


NA - Advances in Consumer Research Volume 40 | 2012

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