3H Goals Come in All Shapes and Sizes: Can Goal-Shaped Products Increase Willingness-To-Pay?
When the shape of a product resembled a goal that consumers were pursuing, participants expressed a greater willingness-to-pay for the product. This effect was observed for products that were conducive (Study 1), and non-instrumental (Study 2), to achieving the goal.
Hae Joo Kim, Darlene Walsh, and Philippe Wodnicki (2019) ,"3H Goals Come in All Shapes and Sizes: Can Goal-Shaped Products Increase Willingness-To-Pay?", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 996-996.
Hae Joo Kim, Wilfrid Laurier University, Canada
Darlene Walsh, Concordia University, Canada
Philippe Wodnicki, Concordia University, Canada
NA - Advances in Consumer Research Volume 47 | 2019
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