Goal Orientation and Consumer Preference for the Status Quo

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...

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Veröffentlicht in:Journal of Consumer Research. - University of Chicago Press. - 31(2004), 3, Seite 557-565
1. Verfasser: Chernev, Alexander (VerfasserIn)
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
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500 |a * 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. 
520 |a 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. 
540 |a © 2004 by JOURNAL OF CONSUMER RESEARCH, Inc. 
650 4 |a Behavioral Decision Theory 
650 4 |a Motivation/Desires/Goals 
650 4 |a Judgment and Decision Making 
650 4 |a Preferences 
650 4 |a Choice (Brand or Product Level) 
650 4 |a Behavioral sciences  |x Psychology  |x Cognitive psychology  |x Cognitive biases  |x Status quo bias 
650 4 |a Behavioral sciences  |x Behavioral economics  |x Prospect theory  |x Loss aversion 
650 4 |a Behavioral sciences  |x Behavioral economics  |x Consumer behavior  |x Consumer sovereignty  |x Consumer preferences 
650 4 |a Law  |x Administrative law  |x Economic regulation  |x Commercial regulation 
650 4 |a Behavioral sciences  |x Psychology  |x Applied psychology  |x Consumer psychology  |x Consumer motivation 
650 4 |a Behavioral sciences  |x Psychology  |x Cognitive psychology  |x Emotion  |x Emotional states  |x Regret 
650 4 |a Economics  |x Microeconomics  |x Economic utility  |x Utility functions 
650 4 |a Law  |x Jurisprudence  |x Regulatory theory 
650 4 |a Behavioral sciences  |x Behavioral economics  |x Consumer behavior  |x Consumer sovereignty  |x Consumer choice 
650 4 |a Behavioral sciences  |x Behavioral economics  |x Prospect theory 
650 4 |a Behavioral sciences  |x Psychology  |x Cognitive psychology  |x Cognitive biases  |x Status quo bias 
650 4 |a Behavioral sciences  |x Behavioral economics  |x Prospect theory  |x Loss aversion 
650 4 |a Behavioral sciences  |x Behavioral economics  |x Consumer behavior  |x Consumer sovereignty  |x Consumer preferences 
650 4 |a Law  |x Administrative law  |x Economic regulation  |x Commercial regulation 
650 4 |a Behavioral sciences  |x Psychology  |x Applied psychology  |x Consumer psychology  |x Consumer motivation 
650 4 |a Behavioral sciences  |x Psychology  |x Cognitive psychology  |x Emotion  |x Emotional states  |x Regret 
650 4 |a Economics  |x Microeconomics  |x Economic utility  |x Utility functions 
650 4 |a Law  |x Jurisprudence  |x Regulatory theory 
650 4 |a Behavioral sciences  |x Behavioral economics  |x Consumer behavior  |x Consumer sovereignty  |x Consumer choice 
650 4 |a Behavioral sciences  |x Behavioral economics  |x Prospect theory 
650 4 |a Alexander 
655 4 |a research-article 
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