When the Ends Do Not Justify Paying For the Means: Consumers Prefer Shifting Costs From Means to Goals

Consumers frequently incur costs associated with goals (e.g., ordering a gift) and costs associated with means (e.g., paying for shipping). How do goal systems affect preferences for pricing in these goal-means “bundles”? Seven studies reveal people prefer shifting costs to goals, even when it would be economically inconsequential or costly.


Franklin Shaddy and Ayelet Fishbach (2018) ,"When the Ends Do Not Justify Paying For the Means: Consumers Prefer Shifting Costs From Means to Goals", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 318-322.


Franklin Shaddy, University of Chicago, USA
Ayelet Fishbach, University of Chicago, USA


NA - Advances in Consumer Research Volume 46 | 2018

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