The effect of goal activation on the evaluation of hybrid products

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A hybrid product (i.e. a multifinal means) is connected with goals relevant to the key functionalities best served by the product categories constituting the product. Given that single-or multiple-category inference for a hybrid product can be elicited in individuals, we propose that single-(vs. multiple-) category inference can lead to a relatively higher preference for the hybrid product if only one of the key focal goals that the hybrid product can satisfy is activated. We also explore whether the evaluation of a hybrid product in single-category inference will reflect valuation and/or devaluation effects if only one of multiple key focal goals attached to the hybrid product is active.
Publisher
WILEY-BLACKWELL
Issue Date
2011-09
Language
English
Article Type
Article
Keywords

INFERENCE; CATEGORIZATION

Citation

JAPANESE PSYCHOLOGICAL RESEARCH, v.53, no.3, pp.233 - 245

ISSN
0021-5368
URI
http://hdl.handle.net/10203/100067
Appears in Collection
MT-Journal Papers(저널논문)
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