Browse > Article
http://dx.doi.org/10.13106/jidb.2020.vol11.no1.7

The Effects of Goal Orientation Consciousness versus Unconsciousness on Consumers' Choice Tendency  

CHOI, Nak-Hwan (Department of Business Administration, Jeonbuk National University)
CHEN, Fei (Jeonbuk National University)
Publication Information
The Journal of Industrial Distribution & Business / v.11, no.1, 2020 , pp. 7-17 More about this Journal
Abstract
Purpose: This study aimed at exploring the product choice tendency differences between the consciousness and unconsciousness of goal orientation when product attributes is perceived to be compatible with the goal orientation. Research design, data and methodology: Empirical study used a 2 (goal conscious vs. unconscious) × 3 (hedonic vs. performance vs. reliability attribute) between-subjects design and one control group. To verify hypotheses, χ2-test was conducted to 320 questionnaire data answered by undergraduate students of Jiangxi Normal University in China. Results: First, consumers under unconscious condition showed a higher product choice consistency based on compatibility between hedonic (performance) attribute of the product and their hedonic (performance) promotion goal-orientation than those under the conscious condition. Second, product choice effects of compatibility between reliability attribute of the product and prevention goal orientation were not significantly different between consumers' consciousness and unconsciousness of their prevention goal orientation. Conclusions: Marketers of 'under dog' should try to develop and deliver the product attributes different from the attributes of 'top dog.' And the 'top dog' marketers should help their customers to avoid the conflicts by developing the environment of inducing their goal orientation unconsciously. Brand marketers should always pay attention to the reliability attributes concerned with the prevention goal orientation.
Keywords
Compatibility; Consciousness; Goal Orientation; Self-Regulatory Focus; Unconsciousness;
Citations & Related Records
Times Cited By KSCI : 7  (Citation Analysis)
연도 인용수 순위
1 Pintrich, P. R. (2000). Multiple goals, multiple pathways: The role of goal orientation in learning and achievement. Journal of educational psychology, 92(3), 544-555.   DOI
2 Pocheptsova, A., Amir, O., Dhar, R., & Baumeister, R. F. (2009). Deciding without resources: Resource depletion and choice in context. Journal of Marketing Research, 46(3), 344-355.   DOI
3 Putsis, W. P. Jr., Srinivasan, N. (1994). Buying or just browsing? The duration of purchase deliberation. Journal of Marketing Research, 31(3), 393-402.   DOI
4 Richins, M. L. (1994). Special possessions and the expression of material values. Journal of consumer research, 21(3), 522-533.   DOI
5 Sett, R. K. (2014). A product and a price bundle in an efficient choice set: how do choice framing and goal orientation influence preferences? Journal of Marketing Theory and Practice, 22(3), 285-298.   DOI
6 Slovic, P., & MacPhillamy, D. (1974). Dimensional commensurability and cue utilization in comparative judgment. Organizational Behavior and Human Performance, 11(2), 172-194.   DOI
7 Stanciu, P., & Hapenciuc, V. (2009). Reliability and flexibility in the quality management of tourism products. Amfiteatru Economic Journal, 11(26), 482-494.
8 Stanovich, K. E., & West, R. F. (2000). Individual differences in reasoning: Implications for the rationality debate? Behavioral and brain sciences, 23(5), 645-665.   DOI
9 Stayman, D. M., Alden, D. L., & Smith, K. H. (1992). Some effects of schematic processing on consumer expectations and disconfirmation judgments. Journal of Consumer Research, 19(2), 240-255.   DOI
10 Strage, A. (1997). Agency, communion, and achievement motivation. Adolescence, 32(126), 299-312.
11 Koch, C., & Tsuchiya, N. (2007). Attention and consciousness: two distinct brain processes. Trends in cognitive sciences, 11(1), 16-22.   DOI
12 Drewnowski, A., & Hann, C. (1999). Food preferences and reported frequencies of food consumption as predictors of current diet in young women. American journal of clinical nutrition, 70(1), 28-36.   DOI
13 Dweck, C. S. (1986). Motivational processes affecting learning. American psychologist, 41(10), 1040-1048.   DOI
14 Elliot, A. J., & Harackiewicz, J. M. (1996). Approach and avoidance achievement goals and intrinsic motivation: A mediational analysis. Journal of personality and social psychology, 70(3), 461-475.   DOI
15 Ferguson, M. J., & Bargh, J. A. (2004). Liking is for doing: the effects of goal pursuit on automatic evaluation. Journal of personality and social psychology, 87(5), 557-572.   DOI
16 Fishbach, A., & Dhar, R. (2005). Goals as excuses or guides: The liberating effect of perceived goal progress on choice. Journal of Consumer Research, 32(3), 370-377.   DOI
17 Fishbach, A., Friedman, R. S., & Kruglanski, A. W. (2003). Leading us not into temptation: Momentary allurements elicit overriding goal activation. Journal of Personality and Social Psychology, 84(2), 296-309.   DOI
18 Freitas, A. L., & Higgins, E. T. (2002). Enjoying goaldirected action: The role of regulatory fit. Psychological science, 13(1), 1-6.   DOI
19 Tsiros, M., & Heilman, C. M. (2005). The effect of expiration dates and perceived risk on purchasing behavior in grocery store perishable categories. Journal of marketing, 69(2), 114-129.   DOI
20 Tversky, A. Sattath, S., & Slovic, P. (1988). Contingent weighting in judgment and choice. Psychological Review, 95(3), 371-384.   DOI
21 VandeWalle, D. (1997). Development and validation of a work domain goal orientation instrument. Educational and psychological measurement, 57(6), 995-1015.   DOI
22 VandeWalle, D., Brown, S. P., Cron, W. L., & Slocum Jr, J. W. (1999). The influence of goal orientation and selfregulation tactics on sales performance: A longitudinal field test. Journal of Applied Psychology, 84(2), 249-259.   DOI
23 Merikle, P. M., Smilek, D., & Eastwood, J. D. (2001). Perception without awareness: Perspectives from cognitive psychology. Cognition, 79(1-2), 115-134.   DOI
24 Vandewalle, D., Nerstad, C. G., & Dysvik, A. (2019). Goal Orientation: A Review of the Miles Traveled and the Miles to Go. Annual Review of Organizational Psychology and Organizational Behavior, 6, 115-144.   DOI
25 Wegner, D. M. (1994). Ironic processes of mental control. Psychological review, 101(1), 34-52.   DOI
26 Whitmer, A. J., & Banich, M. T. (2007). Inhibition versus switching deficits in different forms of rumination. Psychological Science, 18(6), 546-553.Firms may face challenges in   DOI
27 Miller, M., & Tesser, A. (1986). Effects of affective and cognitive focus on the attitude-behavior relationship. Journal of Personality and Social Psychology, 51(2), 270-276.   DOI
28 Molden, D. C., Lee, A. Y., & Higgins, E. T. (2008). Motivations for promotion and prevention. Handbook of motivation science, 169-187.
29 Moore, S. G., Ferguson, M. J., & Chartrand, T. L. (2011). Affect in the aftermath: How goal pursuit influences implicit evaluations. Cognition and Emotion, 25(3), 453-465.   DOI
30 Nelson, K. A. (2004). Consumer decision making and image theory: Understanding value-laden decisions. Journal of Consumer Psychology, 14(1-2), 28-40.   DOI
31 Patterson, P. G. (1993). Expectations and product performance as determinants of satisfaction for a highinvolvement purchase. Psychology & Marketing, 10(5), 449-465.   DOI
32 Payne, S. C., Youngcourt, S. S., & Beaubien, J. M. (2007). A meta-analytic examination of the goal orientation nomological net. Journal of applied psychology, 92(1), 128-150.   DOI
33 Laran, J., & Janiszewski, C. (2008). Behavioral consistency and inconsistency in the resolution of goal conflict. Journal of consumer research, 35(6), 967-984.   DOI
34 Kotler, P., & Keller, K. L. (2006). Marketing management. Analyse, Planung, Umsetzung und.
35 Krishna, A., & Morrin, M. (2007). Does touch affect taste? The perceptual transfer of product container haptic cues. Journal of Consumer Research, 34(6), 807-818.   DOI
36 Lane, V. R., & Scott, S. G. (2007). The neural network model of organizational identification. Organizational Behavior and Human Decision Processes, 104(2), 175-192.   DOI
37 Laran, J., Janiszewski, C., & Salerno, A. (2016). Exploring the differences between conscious and unconscious goal pursuit. Journal of Marketing Research, 53(3), 442-458.   DOI
38 Liberman, A., & Chaiken, S. (1991). Value conflict and thought-induced attitude change. Journal of Experimental Social Psychology, 27(3), 203-216.   DOI
39 Lichtenstein, S., & Slovic, P. (1971). Reversals of preference between bids and choices in gambling decisions. Journal of Experimental Psychology, 89(1), 46-55.   DOI
40 Choi, N.-H., Wang, l., & Chen, C. (2018). Interaction effects of lay theories and failure type on adaptive versus compensatory consumption behavior. International Journal of Industrial Distribution & Business, 9(7), 19-32.   DOI
41 DeGeest, D., & Brown, K. G. (2011). The role of goal orientation in leadership development. Human Resource Development Quarterly, 22(2), 157-175.   DOI
42 Hooda, A., & Ankur (2018). Acceptance of social media as a marketing tool: A quantitative study. East Asian Journal of Business Management, 8(3), 5-12.   DOI
43 Higgins, E. T., & Silberman, I. (1998). Development of regulatory focus: Promotion and prevention as ways of living. In J. Heckhausen & C. S. Dweck (Eds.), Motivation and self-regulation across the life span (pp. 78-113). New York, NY: Cambridge University Press.
44 Higgins, E. T. (2000). Making a good decision: value from fit. American psychologist, 55(11), 1217-1230.   DOI
45 Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: emerging concepts, methods and propositions. Journal of marketing, 46(3), 92-101.   DOI
46 Huang, J. Y., & Bargh, J. A. (2014). The selfish goal: Autonomously operating motivational structures as the proximate cause of human judgment and behavior. Behavioral and Brain Sciences, 37(2), 121-135.   DOI
47 Hwang, S., & Jung, H. (2018). The interaction effects of motivation and contingent rewards on employee creativity. International Journal of Industrial Distribution & Business, 9(7), 71-82.   DOI
48 Idson, L. C., Liberman, N., & Higgins, E. T. (2000). Distinguishing gains from nonlosses and losses from nongains: A regulatory focus perspective on hedonic intensity. Journal of experimental social psychology, 36(3), 252-274.   DOI
49 Jagacinski, C. M., & Nicholls, J. G. (1984). Conceptions of ability and related affects in task involvement and ego involvement. Journal of Educational Psychology, 76(5), 909-919.   DOI
50 Keeney, R. L., & Raiffa, H. (1993). Decisions with multiple objectives: preferences and value trade-offs. Cambridge university press.
51 Ames, C., & Archer, J. (1987). Mothers' beliefs about the role of ability and effort in school learning. Journal of educational psychology, 79(4), 409-414.   DOI
52 DeShon, R. P., & Gillespie, J. Z. (2005). A motivated action theory account of goal orientation. Journal of Applied Psychology, 90(6), 1096-1127.   DOI
53 Dhar, R., & Simonson, I. (1999). Making complementary choices in consumption episodes: Highlighting versus balancing, Journal of Marketing Research, 36(1), 29-44.   DOI
54 Freud, S. (1960). Jokes and their relation to the unconscious. WW Norton & Company.
55 Golder, P. N., Mitra, D., & Moorman, C. (2012). What is quality? An integrative framework of processes and states. Journal of Marketing, 76(4), 1-23.   DOI
56 Hassenzahl, M., Schobel, M., & Trautmann, T. (2008). How motivational orientation influences the evaluation and choice of hedonic and pragmatic interactive products: The role of regulatory focus. Interacting with Computers, 20(4-5), 473-479.   DOI
57 Higgins, E. T. (1989). Self-discrepancy theory: What patterns of self-beliefs cause people to suffer? In Advances in experimental social psychology (Vol. 22, pp. 93-136). Academic Press.
58 Higgins, E. T. (1997). Beyond pleasure and pain. American psychologist, 52(12), 1280-1300.   DOI
59 Babin, B., & Harris, E. (2011). CB2 student edition. Mason: South Western Cengage Learning.
60 Bazerman, M. H., Tenbrunsel, A. E., & Wade-Benzoni, K. (1998). Negotiating with yourself and losing: Making decisions with competing internal preferences. Academy of Management Review, 23(2), 225-241.   DOI
61 Berger, J., Meredith, M., & Wheeler, S. C. (2008). Contextual priming: Where people vote affects how they vote. Proceedings of the National Academy of Sciences, 105, 8846-8849.   DOI
62 Bettman, J. R. (1979). Information processing theory of consumer choice. Addison-Wesley Pub. Co.
63 Bettman, J. R., Luce, M. F., & Payne, J. W. (1998). Constructive consumer choice processes. Journal of consumer research, 25(3), 187-217.   DOI
64 Brakus, J. J., Schmitt, B. H., & Zhang, S. (2014). Experiential product attributes and preferences for new products: The role of processing fluency. Journal of Business Research, 67(11), 2291-2298.   DOI
65 Haugtvedt, C. P., Herr, P. M., & Kardes, F. R. (Eds.). (2018). Handbook of consumer psychology. Routledge.
66 Chartrand, T. L., & Bargh, J. A. (1996). Automatic activation of impression formation and memorization goals: Nonconscious goal priming reproduces effects of explicit task instructions. Journal of personality and Social Psychology, 71(3), 464-478.   DOI
67 Brockner, J., Paruchuri, S., Idson, L. C., & Higgins, E. T. (2002). Regulatory focus and the probability estimates of conjunctive and disjunctive events. Organizational behavior and human decision processes, 87(1), 5-24.   DOI
68 Cabanac, M. (1985). Preferring for pleasure. The American journal of clinical nutrition, 42(5), 1151-1155.   DOI
69 Aaker, J. L., & Lee, A. Y. (2001). "I" seek pleasures and "we" avoid pains: The role of self-regulatory goals in information processing and persuasion. Journal of Consumer Research, 28(1), 33-49.   DOI
70 Aarts, H., & Dijksterhuis, A. (2003). The silence of the library: environment, situational norm, and social behavior. Journal of personality and social psychology, 84(1), 18-28.   DOI
71 Chartrand, T. L., Huber, J., Shiv, B., & Tanner, R. J. (2008). Nonconscious goals and consumer choice. Journal of Consumer Research, 35(2), 189-201.   DOI
72 Chernev, A. (2004). Goal-attribute compatibility in consumer choice. Journal of Consumer Psychology, 14(1-2) 141-150.   DOI
73 Chernev, A. (2004). Goal orientation and consumer preference for the status quo. Journal of Consumer Research, 31(3), 557-565.   DOI
74 Choi, N. H., Kim, Y.-S, (2012). The roles of emotion induced by types of restaurant attributes in advertisement on evaluation. Nankai Business Review International, 3(3), 224-241.   DOI
75 Choi, N. H., Chen, F., & Kim, M. J. (2017). The Differences of Self-Validation, Regulatory Focus and Information Distortion Between Happiness and Sadness. Korean Journal of the Science of Emotion and Sensibility, 20(3), 71-88.   DOI