When and Why Choices For Others Diverge From Consumers’ Own Salient Goals

Consumers frequently make choices and purchase products for other people. In the current research we examine how choices for others are influenced by consumers’ own salient goals. We find that consumers choose goal-inconsistent options for others to enhance their own perception of progress toward their salient goal.


Olya Bryksina (2020) ,"When and Why Choices For Others Diverge From Consumers’ Own Salient Goals", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 232-233.


Olya Bryksina, University of Winnipeg


NA - Advances in Consumer Research Volume 48 | 2020

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