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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

Crime and Punishment through the Political Lens: How Liberals Forgive, and Conservatives Punish Ethical Brand Users

Thomas Allard, Nanyang Technological University, Singapore
Brent McFerran, Simon Fraser University, Canada

Read More

Featured

Increasing Tax Salience Alters Investment Behavior

Abigail Sussman, University of Chicago, USA
Daniel Egan, Betterment
Sam Swift, Bowery Farming

Read More

Featured

Is All That Glitters Gold? The Effect of Product Surface Glossiness on Consumer Judgments

Jiaqi SONG, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University
Gerald J. Gorn, Hong Kong Polytechic University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.