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



Share Proceeding

Featured papers

See More

Featured

Don’t Stop! Partitioning Increases Satiation to Food

Cammy Crolic, University of Oxford
Yang Yang, University of Florida, USA
Yangjie Gu, HEC Paris, France

Read More

Featured

A Slack-Based Account of Pain of Payment

Justin Pomerance, University of Colorado, USA
Nicholas Reinholtz, University of Colorado, USA

Read More

Featured

Economic Tremors and Earthquakes: Sharing, The Sharing Economy, Crowdfunding, Cryptocurrencies, and DAOs

Russell W. Belk, York University, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.