Ironic Effects of Goal Activation on Choice

Ironic Effects of Goal Activation on Choice

5 Pages · 2015 · 67 KB · English

For instance, while people may relate to brands as innocuous relationship part- than common sentences in their persuasive intent), slogans were.

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ASSOCIATION FOR CONSUMER RESEARCH Labovitz School of Business & Economics, University of Minnesota Duluth, 11 E Superior Street, Suite 210, Duluth, MN 55802 Ironic Effects of Goal Activation on Choice Kelly Goldsmith, Northwestern University, USA Ravi Dhar, Yale University, USA Consumers hold multiple goals, some of which may conflict This project explores how choices in the service of one goal (eg, indulgence) are impacted when a conflicting goal (eg, health) is incidentally activated prior to the decision Our work reveals that consumers experiencing such goal conflict become more likely to choose options that are easier to justify This can lead to ironic results when the option that is easier to justify poses greater conflict to the incidentally activated goal A series of studies support this proposed process, demonstrating boundary conditions and moderators [to cite]: Kelly Goldsmith and Ravi Dhar (2010) ,"Ironic Effects of Goal Activation on Choice", in NA Advances in Consumer Research Volume 37, eds Margaret C Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 259262 [url]: http://wwwacrwebsiteorg/volumes/15004/volumes/v37/NA37 [copyright notice]: This work is copyrighted by The Association for Consumer Research For permission to copy or use this work in whole or in part, please contact the Copyright Clearance Center at http://wwwcopyrightcom/ 259Advances in Consumer Research Volume 37, © 2010 SPECIAL SESSION SUMMARY In Pursuit of the Prime Suspects: Insights from Second Generation Research on Nonconscious Influences of Consumer Behavior Robin JTanner, UW Madison, USA SESSION OVERVIEW The last two decades of research in social cognition have produced many findings indicating that much of human behavior is driven by factors and processes that operate outside of immediate conscious awareness For consumer behavior researchers in par ticular, demonstrations that environmental cues can nonconsciously influence consumer behavior (Chartrand et al 2008) are both challenging and exciting Challenging because a world where consumers are exposed to an ever increasing onslaught of market ing cues and primes raises the stakes for researchers trying to understand the processes by which such cues may combine and interact to influence choice and consumption Exciting because the very idea of a parallel nonconscious goal system opens the door to new directions for research Previously unexplained behaviors may now find resolution in the context of richer theories of consumer behavior, which recognize and integrate both conscious and nonconscious elements In this session three papers present insights from second generation research into nonconscious influences of consumer behavior with a particular focus on improving our under standing of the mechanisms by which environmental cues can influence consumers The papers in the session demonstrate several unexpected ways in which specific marketingrelevant primes influence behavior and explore a method for measuring/diagnosing the relevant goal activations that these primes invoke All three papers in this session share a common focus on deepening our theoretical understanding of how marketingrel evant primes can influence downstream consumer behaviors The first paper, by Laran, Dalton and Andrade, demonstrates unex pected differences between the priming efficacy of sentences, brands, and slogans In particular, the authors find that slogans, by virtue of their overt persuasive intent, invoke a form of nonconscious reactance that can actually prime behaviors opposite to those intended by the slogan writers Fascinatingly, this negative priming effect transfers to sentences presented simultaneously with sub liminal exposure of the word “slogan” This result not only rein forces the nonconscious nature of the core effect, but also consti tutes initial evidence of the capability of subliminal cues to hijack and modify the meaning of consciously perceived stimuli The second paper, by Goldsmith and Dhar, demonstrates an entirely different mechanism by which environmental cues can ironically influence consumer behavior The authors show that when choosing between two goal congruent options, incidental activation of a conflicting goal actually increases choice of the option which most conflicts with the new goal Thus Goldsmith and Dhar identify circumstances where goal activation can actually invoke behavior that is entirely inconsistent with

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