• 主题
高级搜索  >
历史搜索 清空历史
首页> 外文学位 >In need of a favorable conclusion: The role of goal-motivated reasoning in consumer judgments and evaluations.
【24h】

In need of a favorable conclusion: The role of goal-motivated reasoning in consumer judgments and evaluations.

机译：需要一个有利的结论：基于目标的推理在消费者判断和评估中的作用。

获取原文
获取原文并翻译 | 示例
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

This dissertation advances a framework in which consumers engage in information gathering and processing to arrive at a conclusion that is consistent with the attainability of a personally relevant goal. Drawing on the literature on motivated reasoning, the framework identifies a critical factor that prompts the goal-biased reasoning process: the motivation to perceive a goal as achievable. Consumers for whom a goal has been activated, and who perceive the goal to be difficult to attain, engage in motivated reasoning as a coping mechanism. Such motivated reasoning involves cognitive processing strategies and the generation of beliefs that produce positive attitudes toward products that are presented as a means to goal attainment. This process has the effect of boosting consumers' confidence in goal attainability, thereby giving them a greater sense of control.; Three empirical studies provide evidence of the need to perceive goals as attainable through the processing of information about, and formation of attitudes toward goal-related products. These studies show that consumers cope with the uncertainty regarding the attainability of goals by (a) assessing product claims as more believable; (b) considering products to be more effective; (c) searching for information that will validate the product's claims; and (d) differentially weighting product-favorable and product-unfavorable information, in order to conclude that the goal-related product is effective.; Several contributions to understanding of consumer behavior are offered: (a) motivated reasoning is shown to be a mechanism whereby consumers cope with difficulties in the attainment of goals; (b) the effect of goal-motivated reasoning is examined throughout the stages of information acquisition; (c) antecedents and moderators of these processes are identified; and (d) implications for the design of marketing communications are discussed. The results of the three studies suggest that goal-motivated reasoning is a coping mechanism when goal attainability is uncertain. Such reasoning may be adaptive, as when consumers engage and persevere in extensive search for goal-relevant products, but it may also compromise the quality of decisions.
机译：本文提出了一个框架，在该框架中，消费者参与信息的收集和处理以得出与个人相关目标的可实现性相一致的结论。该框架利用有关动机推理的文献，确定了促使目标偏向推理过程的关键因素：将目标感知为可实现的动机。已针对其激活目标并且认为目标难以实现的消费者将动机性推理作为应对机制。这种有动机的推理涉及认知处理策略和信念的产生，这些信念产生了对产品的积极态度，这些产品被视为实现目标的一种手段。这个过程的作用是增强消费者对目标可实现性的信心，从而使他们更有控制感。三项实证研究提供了证据，表明需要通过处理有关目标产品的信息并形成对目标相关产品的态度来实现目标。这些研究表明，消费者可以通过以下方式应对目标可实现性的不确定性：（a）评估产品声明更为可信； （b）认为产品更有效； （c）搜索将验证产品权利要求的信息； （d）对产品有利和产品不利信息进行加权加权，以便得出与目标有关的产品有效。提供了对理解消费者行为的一些贡献：（a）动机推理被证明是一种机制，消费者可以通过这种机制来应对实现目标的困难； （b）在信息获取的整个阶段都检查了基于目标的推理的效果； （c）确定了这些过程的前因和主持人； （d）讨论了营销传播设计的意义。这三项研究的结果表明，在不确定目标可达到性时，目标动机推理是一种应对机制。这样的推理可能是适应性的，例如当消费者参与并坚持不懈地广泛搜索与目标相关的产品时，但它也可能损害决策的质量。

著录项

  • 作者

    de Mello, Gustavo E.;

  • 作者单位

    University of Southern California.;

  • 授予单位 University of Southern California.;
  • 学科 Business Administration Marketing.
  • 学位 Ph.D.
  • 年度 2005
  • 页码 103 p.
  • 总页数 103
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类 贸易经济;
  • 关键词

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号