Goal Orientation and Consumer Preference for the Status Quo
Consumers often must choose between a course of action that preserves the status quo and a course of action that is a departure from the status quo. This research demonstrates that preference for the status quo is a function of goal orientation and, in particular, that it tends to be more pronounced...
| Veröffentlicht in: | Journal of Consumer Research. - University of Chicago Press. - 31(2004), 3, Seite 557-565 |
|---|---|
| 1. Verfasser: | |
| Format: | Online-Aufsatz |
| Veröffentlicht: |
2004
|
| Zugriff auf das übergeordnete Werk: | Journal of Consumer Research |
| Schlagworte: | Behavioral Decision Theory Motivation/Desires/Goals Judgment and Decision Making Preferences Choice (Brand or Product Level) Behavioral sciences Law Economics Alexander |
| Zusammenfassung: | Consumers often must choose between a course of action that preserves the status quo and a course of action that is a departure from the status quo. This research demonstrates that preference for the status quo is a function of goal orientation and, in particular, that it tends to be more pronounced for prevention‐focused than for promotion‐focused consumers. The preference for the status quo was examined on two dimensions: preference for the status quo alternative and preference for inaction over action. In this context, it is shown that the impact of goal orientation on the preference for the status quo can occur independently of loss aversion—a finding consistent with the notion that goal orientation might impact choice by virtue of motivational factors such as self‐regulation of anticipated regret. |
|---|---|
| Beschreibung: | * Alexander Chernev is associate professor of marketing, Kellogg School of Management, Northwestern University, 2001 Sheridan Road, Evanston, IL 60208 ( achnorthwestern.edu ). The author thanks the editor, associate editor, and reviewers for their constructive comments. This research was partially funded by the Kraft Research Chair, received by the author. |
| ISSN: | 15375277 |
| DOI: | 10.1086/425090 |