✦ LIBER ✦

The effects of concrete and abstract consumer goals on information processing

✍ Scribed by Michelle L. Peterman

Publisher: John Wiley and Sons
Year: 1997
Tongue: English
Weight: 214 KB
Volume: 14
Category: Article
ISSN: 0742-6046
DOI: 10.1002/(sici)1520-6793(199709)14:6<561::aid-mar3>3.0.co;2-5

No coin nor oath required. For personal study only.

✦ Synopsis

This article examines the implications of adopting concrete and abstract purchase goals over several stages of information processing. Results are reported from a computerized experiment that demonstrates three important goal effects. At the acquisition stage, goals guide information exposure, inducing tendencies to engage in attribute-based or brand-based elaboration. During encoding, goals influence the level at which information is encoded, causing it to be more attribute-level or conceptual in nature. Finally, under certain conditions, goals may continue to guide productrelated thinking through successive generations of product judgments. Implications of these findings for marketing theory and practice are discussed.

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