000			01862nam a22002657a 4500
003			ZW-GwMSU
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008			241216b |||||||| |||| 00| 0 eng d
022			_a00935301
040			_aMSU _bEnglish _cMSU _erda
050	0	0	_aHF5415.3 JOU
100	1		_aCarlson, Kurt A. _eauthor
245	1	0	_aGoal reversion in consumer choice/ _ccreated by Kurt A. Carlson, Margaret G. Meloy and Elizabeth G. Miller
264	1		_aOxford : _bOxford University Press, _c2013.
336			_2rdacontent _atext _btxt
337			_2rdamedia _aunmediated _bn
338			_2rdacarrier _avolume _bnc
440			_aJournal of consumer research _vVolume 39, number 5,
520	3		_aHow do consumers manage goal conflicts before making a choice? This question was studied by examining emerging preferences in choices involving two products that were means to conflicting goals. These preference patterns revealed that an initially active goal, which had been set aside to reconcile a goal conflict, exerted greater than expected influence on the remainder of the choice process. This influence was manifest in a tendency for consumers to revert to the product aligned with the initially active goal upon seeing information that objectively favored neither product. The prevalence of the reversion (i.e., flip-flop) preference pattern suggests that activation of a set-aside goal escalates when it is set aside, much as if its pursuit had been impeded by an external force. In addition to revealing goal reversion in a variety of choice contexts, the studies in this article also find that goal reversion is moderated by goal conflict.
650			_aGoal conflict _vPredecisional preference _xGoal reversion
700	1		_aMeloy, Margaret G. _eco author
700	1		_aMiller, Elizabeth G _eco author
856			_uhttps://doi.org/10.1086/666471
942			_2lcc _cJA
999			_c168876 _d168876