Consumer Evaluations of Hybrid Products: the Role of Active Goals
This research examines whether (1) the active goal relevant to the hybrid product can influence consumers' inferences of a hybrid product generating multiple-category inference; and (2) the active goal can increase the preference for the hybrid product.
Citation:
Moon-Yong Kim and Sehoon Park (2014) ,"Consumer Evaluations of Hybrid Products: the Role of Active Goals ", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 791-791.
Authors
Moon-Yong Kim, Hankuk University of Foreign Studies, South Korea
Sehoon Park, Sogang University, South Korea
Volume
NA - Advances in Consumer Research Volume 42 | 2014
Share Proceeding
Featured papers
See MoreFeatured
Spreading of Alternatives Without a Perception of Choice
Kurt P. Munz, New York University, USA
Vicki G. Morwitz, New York University, USA
Featured
Understanding the Role of Gifts in Managing Marriage and Family Relations: The Case of the Male Phoenix in China
Jia Cong, Lancaster University, UK
Xin Zhao, Lancaster University, UK
Chihling Liu, Lancaster University, UK
Featured
Alternative Worldviews on Human – Nonhuman Relations: The Turkish Case
N. Alican Mecit, HEC Paris, France
tina m. lowrey, HEC Paris, France