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.