Seeing Goals in Products: Effects of Goal Visualization on Product Valuation
We show that a product (e.g., curvy bottle) which merely helps consumers visualize an end-state (e.g., toned physique) creates an illusory perception that the goal is easier to attain, which subsequently, increases the perceived value of the product. The effect is attenuated when actual goal progress is made.
Hae Joo Kim (2015) ,"Seeing Goals in Products: Effects of Goal Visualization on Product Valuation", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 324-324.
Hae Joo Kim, School of Business and Economics, Wilfrid Laurier University
AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015
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