Effect of Goals Salience and Goals Conflict on Typicality: the Case of "Health Food"

The aim of this article is to highlight the role of consumer’s goals, in this case the « health » goal, in the cognitive representations and perception of food products, in particular « health foods ». On the basis of the goal theories used in a categorical approach in information processing, we show that the salience of health goals has a significant influence on the perceived typicality of the products in the health food category. The consumption context and the overall hierarchy of the goals sought constitute moderating variables.



Citation:

Hiba El Dahr and Fatiha Fort (2008) ,"Effect of Goals Salience and Goals Conflict on Typicality: the Case of "Health Food"", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 282-288.

Authors

Hiba El Dahr, Universite Montpellier SupAgro, France
Fatiha Fort, Universite Montpellier SupAgro, France



Volume

NA - Advances in Consumer Research Volume 35 | 2008



Share Proceeding

Featured papers

See More

Featured

Parallel practices of visual domination and subversion

Veronika Kadomskaia, Monash University, Australia
Jan Brace-Govan, Monash University, Australia
Angela Gracia B. Cruz, Monash University, Australia

Read More

Featured

Finding Happiness in Meaning and Meaning in Happiness: Where, When, and For Whom Happiness and Meaning Converge

Rhia Catapano, Stanford University, USA
Jordi Quoidbach, ESADE Business School, Spain
Cassie Mogilner, University of California Los Angeles, USA
Jennifer Aaker, Stanford University, USA

Read More

Featured

Trust in Doubt: Co-Chair's Invited Panel

Adam Berinsky, Massachusetts Institute of Technology, USA
John Gray, MentionMapp.com
Andre Spicer, City University of London, UK

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.