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



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