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Goal Reversion in Consumer Choice
2013
Journal of Consumer Research
How 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
doi:10.1086/666471
fatcat:3d7nk3o3cfcklleocv6yn7f76e