The authors propose a goal-based model of product evaluation and choice. The model is intended to account for the role of momentary goal activations in relatively straightforward product evaluation and choice processes. It contributes by (a) providing a coherent and consistent account for goal-based product evaluations/choices, (b) providing a theory of the way goal activation influences product evaluation and choice, and (c) generating predictions about novel phenomena, moderators, and boundary conditions in the area of goal-based product evaluations and choices.
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Osselaer et al. (2012) studied this question.
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