The Impact of Goals on Inferences and Evaluations of Hybrid Products

This research proposes that (1) consumer’s inferences of a hybrid product generating multiple-category inference can change if only one of the key focal goals attached to the hybrid product is activated; and (2) the active goal can lead to a higher evaluation of the hybrid product (i.e., the valuation effect).



Citation:

Moon-Yong Kim (2013) ,"The Impact of Goals on Inferences and Evaluations of Hybrid Products", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 344-344.

Authors

Moon-Yong Kim, Hankuk University of Foreign Studies, South Korea



Volume

E - European Advances in Consumer Research Volume 10 | 2013



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