Shopping goals, goal concreteness, and conditional promotions


Journal Article

We propose a two-stage model to describe the increasing concreteness of consumers' goals during the shopping process, testing the model with a series of field experiments at a convenience store. Using a number of different process measures (experiment 1), we first established that consumers are less certain of their shopping goals and construe products in less concrete terms when they are in the first (vs. second) stage of the shopping process. The results of experiments 2 and 3 next demonstrate that goal-evoking marketing promotions (e.g., conditional coupons) are more effective in influencing consumers' spending when consumers' goals are less concrete. © 2006 by JOURNAL OF CONSUMER RESEARCH, Inc.

Full Text

Duke Authors

Cited Authors

  • Lee, L; Ariely, D

Published Date

  • June 1, 2006

Published In

Volume / Issue

  • 33 / 1

Start / End Page

  • 60 - 70

International Standard Serial Number (ISSN)

  • 0093-5301

Digital Object Identifier (DOI)

  • 10.1086/504136

Citation Source

  • Scopus