Goals or semantic constructs? Different choice setting and choice goal activation

Abstract

Abstract The researcher of this paper contributes to the literature by identifying nuances among three types of choice settings that are likely to activate choice‐related goals and their implications for product evaluation. First, the research verifies that choice settings can activate choice‐related goals, for example, simplifying a choice. Second, it is proposed and shown that choice settings activate goals, not semantic constructs. Third, this research attempts to shed light on some nuances among different choice settings, which vary in the degree of cognitive effort used to compare alternatives. The results aid in understanding how three different choice settings can activate choice‐related goals. Fourth, the research proposes that goal activation has an implication for product evaluation, offering a new perspective to preference and choice reversal literature. Five experiments were conducted to test the hypotheses.

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