Consumer goal pursuit: the influence of benefit goals on the execution of process goals.

Author(s)

Felipe Marinelli Affonso

• Document type: Master's Dissertation
• Press: São Paulo.
• Institution: Universidade de São Paulo (USP). Faculdade de Economia, Administração e Contabilidade (FEA/SBD)
• Defense date: 2018-04-19

Examining board members

Jose Afonso Mazzon; Jose Mauro da Costa Hernandez; Giuliana Isabella

• Advisor: Jose Afonso Mazzon

Abstract

Decision process goals (e.g., maximize accuracy, minimize effort) determine de number of options considered prior to making a purchase. Four experiments are used to provide evidence that the relationship between benefit goals influences the execution of decision process goals. When benefit goals are in conflict (e.g., purchase a prestigious, thrifty car), it becomes more difficult to pursue a decision process goal. Consequently, search ends earlier (later) when a person is trying to maximize accuracy (minimize effort). When benefit goals are complementary (i.e., purchase a prestigious, fun car), it becomes easier to pursue a decision process goal. Consequently, search ends later when a person is trying to maximize accuracy, but there is no effect on the execution of the minimize effort goal due to a floor effect. These effects imply that decision process goals are pursued using decision process means (e.g., evaluative activities, comparison activities) that can become more or less efficacious as search proceeds. (AU)

• FAPESP's process: 16/11464-6 - Consumer goal pursuit: the effects of ego depletion on implementation intentions
• Grantee: Felipe Marinelli Affonso
• Support Opportunities: Scholarships in Brazil - Master