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).
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.
Moon-Yong Kim, Hankuk University of Foreign Studies, South Korea
E - European Advances in Consumer Research Volume 10 | 2013
F13. A Story of Waste: Trust, Symbolic Adoption & Sustainable Disposal
Marwa Gad Mohsen, Babson College, USA
‘Family Tech-Support’: Consequences for Family Assemblages and Non-Purchase Decision Technology Adoption
Pao Franco, University of Melbourne, Australia
A Theory of Goal Maintenance: A Distinct and Vivid Pre-Goal Self Predicts Post-Goal Maintenance Behavior
Elicia John, University of California Los Angeles, USA
Hal Hershfield, University of California Los Angeles, USA
Suzanne Shu, University of California Los Angeles, USA