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

Loading next page...
 
/lp/wiley/how-identity-related-goals-moderate-the-role-of-attributes-in-product-eqkFkIK61v
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

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Search

Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly

Organize

Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.

Access

Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve

Freelancer

DeepDyve

Pro

Price

FREE

$49/month
$360/year

Save searches from
Google Scholar,
PubMed

Create folders to
organize your research

Export folders, citations

Read DeepDyve articles

Abstract access only

Unlimited access to over
18 million full-text articles

Print

20 pages / month

PDF Discount

20% off