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More or Less? Consumer Goal Orientation and Product Choice

Author

Listed:
  • Haipeng (Allan) Chen

    (University of Kentucky)

  • Woojin Choi

    (University of Seoul)

  • Yan (Lucy) Liu

    (Texas A&M University)

  • Haoying Sun

    (University of Kentucky)

  • Fu Liu

    (Jinan University)

Abstract

We study the impact of consumers’ goal orientation on their preference between high-quality and low-priced products. Consistent with our theorizing, we find that US (Korean) consumers, who are more promotion (prevention) oriented, prefer high-quality (vs. low-priced) products because they assign more weight to quality in their choice. In addition, we identify a boundary condition of the effect by showing that it is mitigated for products for which safety is a salient feature. We also rule out price/quality perceptions, regret, and price-quality association as rival explanations of our results. We conclude by discussing the theoretical and managerial implications of the current research.

Suggested Citation

  • Haipeng (Allan) Chen & Woojin Choi & Yan (Lucy) Liu & Haoying Sun & Fu Liu, 2021. "More or Less? Consumer Goal Orientation and Product Choice," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 8(1), pages 16-26, June.
    • Handle: RePEc:spr:custns:v:8:y:2021:i:1:d:10.1007_s40547-021-00114-z
    DOI: 10.1007/s40547-021-00114-z
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    References listed on IDEAS

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    Cited by:

    1. Nigam, Achint & Dewani, Prem & Behl, Abhishek & Pereira, Vijay, 2022. "Consumer’s response to conditional promotions in retailing: An empirical inquiry," Journal of Business Research, Elsevier, vol. 144(C), pages 751-763.

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