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
Immigration, Abortion, and Gay Marriage – Oh My!
TJ Weber, Cal Poly San Luis Obispo
Chris Hydock, Georgetown University, USA
Jeff Joireman, Washington State University, USA
David Sprott, Washington State University, USA
Featured
The Best of Both Worlds: Androgyny in Consumer Choice
Niusha Jones, University of North Texas
Blair Kidwell, University of North Texas
Featured
Too Much of a Good Thing? Consumer Response to Changes in Brand Essence
Tarje Gaustad, Kristiania University College
Bendik Samuelsen, BI Norwegian Business School
Luk Warlop, Norwegian School of Management, Norway
Gavan Fitzsimons, Duke University, USA