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Choice Based on Goals

Author

Listed:
  • Stijn Osselaer

    ()

  • Suresh Ramanathan
  • Margaret Campbell
  • Joel Cohen
  • Jeannette Dale
  • Paul Herr
  • Chris Janiszewski
  • Arie Kruglanski
  • Angela Lee
  • Stephen Read
  • J. Russo
  • Nader Tavassoli

Abstract

This article introduces a goal-based view of consumer choice in which (1) choice is influenced by three classes of goals (consumption goals, criterion goals, and process goals), (2) goals are cognitively represented, and (3) the impact of a goal on choice depends on its activation. For each class of goals, we discuss how goal activation is influenced by direct (subconscious) goal priming, by spreading activation from choice options, from other goals, and from the context, and by goal (non-)achievement. Opportunities for modeling goal-based choice, the integration of emotions in a theory of goal-based choice, and relationships with dual-process theories of decision making are discussed. Copyright Springer Science + Business Media, Inc. 2005

Suggested Citation

  • Stijn Osselaer & Suresh Ramanathan & Margaret Campbell & Joel Cohen & Jeannette Dale & Paul Herr & Chris Janiszewski & Arie Kruglanski & Angela Lee & Stephen Read & J. Russo & Nader Tavassoli, 2005. "Choice Based on Goals," Marketing Letters, Springer, vol. 16(3), pages 335-346, December.
  • Handle: RePEc:kap:mktlet:v:16:y:2005:i:3:p:335-346
    DOI: 10.1007/s11002-005-5896-y
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    File URL: http://hdl.handle.net/10.1007/s11002-005-5896-y
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    References listed on IDEAS

    as
    1. Shiv, Baba & Huber, Joel, 2000. " The Impact of Anticipating Satisfaction on Consumer Choice," Journal of Consumer Research, Oxford University Press, vol. 27(2), pages 202-216, September.
    2. Ariely, Dan & Levav, Jonathan, 2000. " Sequential Choice in Group Settings: Taking the Road Less Traveled and Less Enjoyed," Journal of Consumer Research, Oxford University Press, vol. 27(3), pages 279-290, December.
    3. Bettman, James R & Luce, Mary Frances & Payne, John W, 1998. " Constructive Consumer Choice Processes," Journal of Consumer Research, Oxford University Press, vol. 25(3), pages 187-217, December.
    4. Herbert A. Simon, 1955. "A Behavioral Model of Rational Choice," The Quarterly Journal of Economics, Oxford University Press, vol. 69(1), pages 99-118.
    5. Brendl, C Miguel & Markman, Arthur B & Messner, Claude, 2003. " The Devaluation Effect: Activating a Need Devalues Unrelated Objects," Journal of Consumer Research, Oxford University Press, vol. 29(4), pages 463-473, March.
    6. Lee, Angela Y & Sternthal, Brian, 1999. " The Effects of Positive Mood on Memory," Journal of Consumer Research, Oxford University Press, vol. 26(2), pages 115-127, September.
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    Citations

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    Cited by:

    1. J. Edward Russo & Jonathan C. Corbin, 2016. "Not by desire alone: The role of cognitive consistency in the desirability bias," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 11(5), pages 449-459, September.
    2. Shane Frederick & George Loewenstein, 2008. "Conflicting motives in evaluations of sequences," Journal of Risk and Uncertainty, Springer, vol. 37(2), pages 221-235, December.
    3. Soane, Emma & Dewberry, Chris & Narendran, Sunitha, 2010. "The role of perceived costs and perceived benefits in the relationship between personality and risk-related choices," LSE Research Online Documents on Economics 28353, London School of Economics and Political Science, LSE Library.
    4. Frank Goedertier & Kristof Geskens & Maggie Geuens & Bert Weijters, 2012. "Increasing choice satisfaction through goal-based labeling," Marketing Letters, Springer, vol. 23(1), pages 119-136, March.
    5. Sandra Schneider & Sandra Kauffman & Andrea Ranieri, 2016. "The effects of surrounding positive and negative experiences on risk taking," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 11(5), pages 424-440, September.
    6. Jaikumar, Saravana & Sahay, Arvind, 2016. "Effect of Overlapping Price Ranges on Price Perception: Revisiting the Range Theory of Price Perception," IIMA Working Papers WP2016-02-02, Indian Institute of Management Ahmedabad, Research and Publication Department.
    7. Kristina Klein & Valentyna Melnyk, 2016. "Speaking to the mind or the heart: effects of matching hedonic versus utilitarian arguments and products," Marketing Letters, Springer, vol. 27(1), pages 131-142, March.
    8. Silvana Taschek Hastreiter & Renato Zancan Marchetti, 2016. "Understanding the hierarchy of goals of the consumer is one of the issues that has guided the efforts of researchers in recent years. The objective of this study is to identify a hierarchy of goals th," Brazilian Business Review, Fucape Business School, vol. 13(1), pages 92-114, January.

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