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Publications [#266001] of Dan Ariely

Journal Articles

  1. Lee, L; Ariely, D, Shopping goals, goal concreteness, and conditional promotions, Journal of Consumer Research, vol. 33 no. 1 (June, 2006), pp. 60-70, Oxford University Press (OUP), ISSN 0093-5301 [Gateway.cgi], [doi]
    (last updated on 2020/04/09)

    Abstract:
    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.


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