How identity related goals moderate the role of attributes in product evaluation

Abstract

This research examines how identity related goals influence product evaluation. It is proposed that products are evaluated based on an attribute level to fulfill an identity related goal. Further, the positive relationship between an attribute level and product evaluation is strengthened by goal activation (the degree to which a goal occupies a consumer's thinking) and goal‐product fit (the extent to which consumers think a product is related to a particular goal). Results of three experimental studies support the above propositions. The research makes contributions in that it identifies two moderators, that is, goal activation and goal‐product fit, in the relationship between attributes ability and product evaluation. First, identity‐related goals are higher order and likely to have higher priority for consumers. However, results in this paper show that it still needs to be activated before it can exert an influence on attribute importance. Specifically, when an identity related goal (e.g., one supportive of the fair trade goal) is activated, it takes over a lower‐order goal (e.g., seek for a good taste or a good priced coffee in this case). As goal activation increases, relevant attributes become more important, and the positive relationship between an attribute level and product evaluation strengthens. Second, this paper introduces a new construct of goal‐product fit into identity‐related goals and product evaluation literature. The results of study three suggest that when goal‐product fit becomes stronger, the relevant attribute that can fulfill the goal becomes more important in the overall product evaluation.

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“…Thus, the construct of self-identification with global consumers explained the desire to emulate the lifestyle of other cultures by purchasing products that reflected membership to international consumer groups (Wu Nelson, 2011). Sustainable apparel consumption indicated consumers' eco-consciousness (Gam, 2011) and eco-lifestyle (Xiao, 2017) and helped in exhibiting allegiance to social groups (Maichum et al, 2016). In a similar vein, it was proposed: H1.…”

Addressing negative product attribute reviews: The case of advertising product attributes and corporate social responsibility information

“…Accordingly, consumers' attention can be moved from less relevant information (i.e., negative reviews about non-core product attributes) to more relevant information (i.e., advertising about core product attributes). Consequently, because highly relevant information addresses product advantages that concern consumers, it will augment their purchasing intention (Xiao, 2017). Hence, the foregoing leads to the following hypothesis:…”

“…This is so that it will be more effective in increasing consumers' purchasing intention. The rationale is that information about core product attributes is especially important to consumers' decision‐making processes and can help them improve their assessment of product performance (Rahman et al, 2014; Xiao, 2017). Accordingly, consumers' attention can be moved from less relevant information (i.e., negative reviews about non‐core product attributes) to more relevant information (i.e., advertising about core product attributes).…”

“…Accordingly, consumers' attention can be moved from less relevant information (i.e., negative reviews about non‐core product attributes) to more relevant information (i.e., advertising about core product attributes). Consequently, because highly relevant information addresses product advantages that concern consumers, it will augment their purchasing intention (Xiao, 2017). Hence, the foregoing leads to the following hypothesis:Hypothesis When negative reviews focus on non‐core product attributes, consumers would be more likely to be distracted by the advertising about the product's core attributes (vs. CSR), which in turn results in higher purchase intention.…”