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http://dx.doi.org/10.5392/JKCA.2022.22.09.322

Product Hardness Preference According to Consumer Goal Achievement Status  

Cho, Hyewon (서강대학교 경영대학)
Publication Information
The Journal of the Korea Contents Association / v.22, no.9, 2022 , pp. 322-327 More about this Journal
Abstract
Based on goal-achievement and embodied cognition theories, this research investigates how goal-achievement status, which is specified into goal under-achievement, achievement, and over-achievement, influences one's preference for the degree of hardness (vs. softness) in products. The results reveal that consumers who have not yet reached or who just met their goals compared to those who over-achieved their goals want their products (e.g., pillows, mattresses, chairs) to be firm rather than soft. Existing embodied cognition studies have mostly focused on how physical experiences affect consumers' judgments and product preferences, whereas this research shows that consumers can automatically pursue physical experiences according to their goal achievement status.
Keywords
Goal-achievement; Willpower; Soft; Hard; Consumer Preference;
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