Choice Based on Goals |
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| Authors: | Stijn M J Van Osselaer Suresh Ramanathan Margaret C Campbell Joel B Cohen Jeannette K Dale Paul M Herr Chris Janiszewski Arie W Kruglanski Angela Y Lee Stephen J Read J Edward Russo Nader T Tavassoli |
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| Institution: | (1) RSM Erasmus University, T10-07, 3062, PA, Rotterdam, The Netherlands;(2) University of Chicago, Chicago;(3) University of Colorado, Colorado;(4) University of Florida, Florida;(5) University of Maryland, Maryland;(6) Northwestern University, Chicago;(7) University of Southern California, California;(8) Cornell University, New York;(9) London Business School, London |
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| 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.
An expanded version of this paper is available from the first author. |
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| Keywords: | goal-based choice goal activation consumer choice |
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