The Influence of Active Goals on Evaluation 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 (2014) ,"The Influence of Active Goals on Evaluation of Hybrid Products", 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: 79-79.
Moon-Yong Kim, Hankuk University of Foreign Studies, South Korea
LA - Latin American Advances in Consumer Research Volume 3 | 2014
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