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.


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.


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


NA - Advances in Consumer Research Volume 45 | 2017

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