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.


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.


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


NA - Advances in Consumer Research Volume 42 | 2014

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