When Consumers Choose For Others, Their Preferences Diverge From Their Own Salient Goals
Consumers frequently make choices and purchase products for other people. The current research investigates how choices made for others are influenced by consumers own salient goals. Results demonstrate that consumers preferer goal-incongruent products for other people to enhance the perception of their own progress toward the salient goal.
Citation:
Olya Bullard (2018) ,"When Consumers Choose For Others, Their Preferences Diverge From Their Own Salient Goals", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 493-494.
Authors
Olya Bullard, University of Winnipeg
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
Restrained by Resources: The Joint Effect of Scarcity Cues and Childhood Socioeconomic Status (SES) on Consumer Preference for Feasibility
Lili Wang, Zhejiang University
Yanfen You, New Mexico State University, USA
Chun-Ming Yang, Ming Chuan University, Taiwan
Featured
Consumer Perceptions of Environmental ‘Win-Wins’
Tamar Makov, Yale University, USA
George Newman, Yale University, USA
Featured
I13. Ambient Light, Gender, and Creativity
Courtney Szocs, Louisiana State University, USA
Franziska Metz, EBS
Dipayan Biswas, University of South Florida, USA