By S. Ratneshwar, Cynthia Huffman, David Glen Mick
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Additional info for Why of Consumption: Contemporary Perspectives on Consumer Motives, Goals and Desires (Routledge Studies in Interpretive Marketing Research)
1996; Walker and Olson 1997). ” Constraint-setting is a related process of incorporation in which a high-level goal is broken down and refined into associated lower-level sub-goals, thereby facilitating problem solving (Barsalou 1991; Newell and Simon 1972). Barsalou (1991) theorizes that such constraints are often stored as a chain of associations among goals in connectionist networks in long-term memory. Incorporation occurs when activation of higher-order goals produces corresponding activation and retrieval into working memory of associated lower-order goals as well as related goal-derived category exemplars which are ideal for goal fulfillment (see also Ratneshwar et al.
As in means-end theory, social identity theory, and Carver and Scheier’s action control theory (1996), we postulate a hierarchical goal structure (see also Bagozzi and Dholakia 1999). Discrete levels are integral to any hierarchical system, even though they must be viewed to some extent as simply a matter of epistemological convenience (Allen and Starr 1982). Therefore, our framework proposes six discrete levels of goals wherein higher-level (vs. lower-level) goals are more abstract, more inclusive, and less mutable.
Simonson and Tversky 1992), particularly to the extent that the consumer uses only the information that is explicitly displayed (see Slovic 1972). In these cases, the consumer may adapt by fitting goals to what the alternatives offer. For example, when Marty realized that it was not possible to satisfy both his goal for a large bookcase and his goal for a price under $200, he adapted the goal that was more mutable, that of bookcase size. If different alternatives were available, he might have adapted his goals in a different manner.
Why of Consumption: Contemporary Perspectives on Consumer Motives, Goals and Desires (Routledge Studies in Interpretive Marketing Research) by S. Ratneshwar, Cynthia Huffman, David Glen Mick