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How identity related goals moderate the role of attributes in product evaluation

How identity related goals moderate the role of attributes in product evaluation This research examines how identity related goals influence product evaluation. It is proposed that products are evaluated based on an attribute level to fulfill an identity related goal. Further, the positive relationship between an attribute level and product evaluation is strengthened by goal activation (the degree to which a goal occupies a consumer's thinking) and goal‐product fit (the extent to which consumers think a product is related to a particular goal). Results of three experimental studies support the above propositions. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Behaviour Wiley

How identity related goals moderate the role of attributes in product evaluation

Journal of Consumer Behaviour , Volume 16 (6) – Jan 1, 2017

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Publisher
Wiley
Copyright
Copyright © 2017 John Wiley & Sons, Ltd.
ISSN
1472-0817
eISSN
1479-1838
DOI
10.1002/cb.1653
Publisher site
See Article on Publisher Site

Abstract

This research examines how identity related goals influence product evaluation. It is proposed that products are evaluated based on an attribute level to fulfill an identity related goal. Further, the positive relationship between an attribute level and product evaluation is strengthened by goal activation (the degree to which a goal occupies a consumer's thinking) and goal‐product fit (the extent to which consumers think a product is related to a particular goal). Results of three experimental studies support the above propositions.

Journal

Journal of Consumer BehaviourWiley

Published: Jan 1, 2017

Keywords: ; ; ;

References