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Making a good thing even better? The impact of claim congruency on competing product goals and consumer evaluations

机译：甚至更好的事情？索赔致力于竞争产品目标和消费者评估的影响

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摘要

Drawing from activation theory and the goal literature, this research explores how competing product-related goals influence attitudes and intentions and how advertised product claims (fortification and health claims) nudge competing consumer goals. Additionally, this research investigates how promotional cue alignment with a product-related goal can positively influence attitudes and intentions. Four studies reveal that when a promotional cue does not align with a focal product cue, there is no impact on attitudes and intentions. When an additional cue, such as a health message, is added to the promotional claim that is aligned with the product related cue, then multiple aligned cues can nudge a non-focal goal to better align with dominant product-related cues, leading to more positive attitudes and intentions, and this effect is mediated by changes in product health goals. This research has implications for goal literature and for advertisers, manufacturers and policy makers.
机译：从激活理论和目标文献中绘制，本研究探讨了与产品有关的目标如何影响态度和意图以及如何广告产品声明（强化和健康索赔）轻推竞争消费者目标。此外，本研究调查了与产品相关目标的促销提示对齐如何积极影响态度和意图。四项研究表明，当促销提示与焦点产品的暗示不一致时，对态度和意图没有影响。当诸如健康消息的额外提示被添加到与产品相关提示对齐的促销声明时，然后多个对齐的线索可以轻推非焦点目标以更好地与主导的产品相关的线索对齐，导致更多积极的态度和意图，这种效果是由产品健康目标的变化介导的。该研究对目标文献和广告商，制造商和政策制定者具有影响。

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