Goal Abstraction Compatibility and Lexical Fit in Consumer Choice

Abstraction Compatibility: The Preference for Concrete Features or Abstract Benefits as a Function of Mindset

 

Ryan Hamilton, Northwestern University

 

Objects can be described by either their concrete, feature-level attributes or by more abstract, benefit-level attributes. Likewise, a consumer may have a relatively more abstract or concrete mindset in approaching a decision. In a series of studies, we find that choice is a function of consumer mindset such that individuals with an abstract mindset tend to prefer products that dominate on abstract benefits and individuals with a concrete mindset tend to prefer products that dominate on concrete features.



Citation:

Ryan Hamilton (2006) ,"Goal Abstraction Compatibility and Lexical Fit in Consumer Choice", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 328-328.

Authors

Ryan Hamilton, Northwestern University



Volume

NA - Advances in Consumer Research Volume 33 | 2006



Share Proceeding

Featured papers

See More

Featured

The Self-Perception Connection: Why Consumers Devalue Unattractive Produce

Lauren Grewal, Dartmouth College, USA
Jillian Hmurovic, University of Pittsburgh, USA
Cait Lamberton, University of Pittsburgh, USA
Rebecca Walker Reczek, Ohio State University, USA

Read More

Featured

O9. The Role of Numerical Identification in Customer Reaction toward Service Failure

JIEXIAN (Chloe) HUANG, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University

Read More

Featured

P11. A Price Premium on A Trivial but Weak Preferred Attribute Increase Choice: The Roles of Scarcity, Arousal and Perceived Risk

Yueyan Wu, Hunan University, China
Chunyan Xie, Western Norway University of Applied Sciences
Zhi Yang, Hunan University, China
Luluo Peng, Hunan University, China

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.