Motivated Construals: How Goals Implicitly Change Object Meaning

We found that activating a goal changes the implicit meaning of objects, making them more goal-facilitative. This effect occurs because goals change the accessibility of those features that are relatively less common constituents in the object’s construal, therefore having the most informational value in shaping the meaning of objects.



Citation:

Melissa Ferguson, Szu-chi Huang, Ying Zhang, and Ayelet Fishbach (2017) ,"Motivated Construals: How Goals Implicitly Change Object Meaning", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 91-95.

Authors

Melissa Ferguson, Cornell University, USA
Szu-chi Huang, Stanford University, USA
Ying Zhang, Peking University, China
Ayelet Fishbach, University of Chicago, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



Share Proceeding

Featured papers

See More

Featured

The Ritualistic Dimension of Microlending

Domen Bajde, University of Southern Denmark, Denmark
Pilar Silveira Rojas Gaviria, Pontificia Universidad Católica de Chile

Read More

Featured

Do You Trust the System? Interaction Effect between Perceived Economic Mobility and Socioeconomic Status on Fair Market Ideology and Consumer Responses

Chun-Ming Yang, Ming Chuan University, Taiwan
Chia-Chi Chang, National Chiao Tung University

Read More

Featured

Can Making Family Salient Improve Retirement Contributions? Evidence from Field Experiments in Mexico

Avni Shah, University of Toronto, Canada
Matthew Osborne, University of Toronto, Canada
Jaclyn Lefkowitz, IDEAS42
Andrew Fertig, IDEAS42
Dilip Soman, University of Toronto, Canada
Nina Mazar, Boston University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.