More or Less? Consumer Goal Orientation and Product Choice

Haipeng (Allan) Chen (), Woojin Choi (), Yan (Lucy) Liu (), Haoying Sun () and Fu Liu ()
Additional contact information
Woojin Choi: University of Seoul
Yan (Lucy) Liu: Texas A&M University
Haoying Sun: University of Kentucky
Fu Liu: Jinan University

Customer Needs and Solutions, 2021, vol. 8, issue 1, No 2, 16-26

Abstract: Abstract We study the impact of consumers’ goal orientation on their preference between high-quality and low-priced products. Consistent with our theorizing, we find that US (Korean) consumers, who are more promotion (prevention) oriented, prefer high-quality (vs. low-priced) products because they assign more weight to quality in their choice. In addition, we identify a boundary condition of the effect by showing that it is mitigated for products for which safety is a salient feature. We also rule out price/quality perceptions, regret, and price-quality association as rival explanations of our results. We conclude by discussing the theoretical and managerial implications of the current research.

Keywords: Price quality tradeoff; Goal orientation; Regulatory focus; Promotion; Prevention (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://link.springer.com/10.1007/s40547-021-00114-z Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:custns:v:8:y:2021:i:1:d:10.1007_s40547-021-00114-z

Ordering information: This journal article can be ordered from
http://www.springer.com/economics/journal/40547

DOI: 10.1007/s40547-021-00114-z

Access Statistics for this article

Customer Needs and Solutions is currently edited by Min Ding

More articles in Customer Needs and Solutions from Springer, Institute for Sustainable Innovation and Growth (iSIG)
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().