Thinking About Perceived Goal Progress in Consumer Choice: the Effects of Justification and Assortment Size

When consumers buy multiple items simultaneously, this research proposes that (1) consumers’ justification for choice will moderate the effect of their perceived goal progress on choice between vices and virtues; and (2) the effect of perceived goal progress on choice between vices and virtues will vary depending on assortment size.



Citation:

Moon-Yong Kim (2014) ,"Thinking About Perceived Goal Progress in Consumer Choice: the Effects of Justification and Assortment Size", in LA - Latin American Advances in Consumer Research Volume 3, eds. Eva M. González, Tina M. Lowrey, and , Duluth, MN : Association for Consumer Research, Pages: 78-78.

Authors

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



Volume

LA - Latin American Advances in Consumer Research Volume 3 | 2014



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