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    Increasing choice satisfaction through goal-based labeling

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    Publication type
    Vlerick strategic journal article
    Author
    Goedertier, Frank
    Geskens, Kristof
    Geuens, Maggie
    Weijters, Bert
    Publication Year
    2012
    Journal
    Marketing Letters
    Publication Volume
    23
    Publication Issue
    1
    Publication Begin page
    119
    Publication End page
    136
    
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    Abstract
    Business practitioners increasingly seem to believe in the power of goal-based labels (i.e., labels that link assortment items to consumption goals). While previous literature has focused on feature-based approaches to increase choice satisfaction, we introduce goal-based labeling as a consumer-based approach to increase choice satisfaction. Since goal-based labels (e.g., a “Family Trip” camera versus a “Professional” camera) relate choice alternatives directly to consumption goals, they allow consumers to bypass translating product attributes into goal attainment. Quantitative and qualitative results of an experimental study indicate that novice consumers, but not experts, benefit from goal-based labeling in multiple ways. Novice consumers use goal-based labels as an important cue in their decision making. This can significantly increase their chances at making an optimal choice. Choosing from a goal-based labeled assortment also has a positive effect on the choice satisfaction of novices. Mediation analyses show that a decrease in the choice uncertainty drives the positive effect of goal-based labeling on choice satisfaction. Novices apparently do not blindly follow the labels that are provided but try to understand the link between labels and attributes. Hence, among novices, inaccurately labeled assortments not only result in suboptimal choice but also in higher uncertainty and lower satisfaction. For experts, goal-based labeling is largely irrelevant, as it does not have an effect on their choice satisfaction, nor on their likelihood to make an optimal choice.
    Keyword
    Branding, Marketing & Sales
    Knowledge Domain/Industry
    Marketing & Sales
    DOI
    10.1007/s11002-011-9141-6
    URI
    http://hdl.handle.net/20.500.12127/4144
    ae974a485f413a2113503eed53cd6c53
    10.1007/s11002-011-9141-6
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