Shopping goals, goal concreteness, and conditional promotions
Publication
, Journal Article
Lee, L; Ariely, D
Published in: Journal of Consumer Research
June 1, 2006
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.
Duke Scholars
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Published In
Journal of Consumer Research
DOI
ISSN
0093-5301
Publication Date
June 1, 2006
Volume
33
Issue
1
Start / End Page
60 / 70
Related Subject Headings
- Marketing
- 3506 Marketing
- 1701 Psychology
- 1506 Tourism
- 1505 Marketing
Citation
APA
Chicago
ICMJE
MLA
NLM
Lee, L., & Ariely, D. (2006). Shopping goals, goal concreteness, and conditional promotions. Journal of Consumer Research, 33(1), 60–70. https://doi.org/10.1086/504136
Lee, L., and D. Ariely. “Shopping goals, goal concreteness, and conditional promotions.” Journal of Consumer Research 33, no. 1 (June 1, 2006): 60–70. https://doi.org/10.1086/504136.
Lee L, Ariely D. Shopping goals, goal concreteness, and conditional promotions. Journal of Consumer Research. 2006 Jun 1;33(1):60–70.
Lee, L., and D. Ariely. “Shopping goals, goal concreteness, and conditional promotions.” Journal of Consumer Research, vol. 33, no. 1, June 2006, pp. 60–70. Scopus, doi:10.1086/504136.
Lee L, Ariely D. Shopping goals, goal concreteness, and conditional promotions. Journal of Consumer Research. 2006 Jun 1;33(1):60–70.
Published In
Journal of Consumer Research
DOI
ISSN
0093-5301
Publication Date
June 1, 2006
Volume
33
Issue
1
Start / End Page
60 / 70
Related Subject Headings
- Marketing
- 3506 Marketing
- 1701 Psychology
- 1506 Tourism
- 1505 Marketing