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Increasing choice satisfaction through goal-based labeling

Frank Goedertier UGent, Kristof Geskens UGent, Maggie Geuens UGent and Bert Weijters UGent (2012) MARKETING LETTERS. 23(1). p.119-136
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.
Please use this url to cite or link to this publication:
author
organization
year
type
journalArticle (original)
publication status
published
subject
keyword
TOO, Goal-based choice, NUMBER, Uncertainty, Satisfaction, Consumer expertise, Goals, CATEGORIES, VARIETY, FAMILIARITY, ASSORTMENT, CONSUMER EXPERTISE
journal title
MARKETING LETTERS
Mark. Lett.
volume
23
issue
1
pages
119 - 136
Web of Science type
Article
Web of Science id
000304324500009
JCR category
BUSINESS
JCR impact factor
1 (2012)
JCR rank
70/116 (2012)
JCR quartile
3 (2012)
ISSN
0923-0645
DOI
10.1007/s11002-011-9141-6
language
English
UGent publication?
yes
classification
A1
copyright statement
I have transferred the copyright for this publication to the publisher
id
2154023
handle
http://hdl.handle.net/1854/LU-2154023
date created
2012-06-14 16:03:03
date last changed
2012-06-15 13:10:22
@article{2154023,
  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 {\textacutedbl}Family Trip{\textacutedbl} camera versus a {\textacutedbl}Professional{\textacutedbl} 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.},
  author       = {Goedertier, Frank and Geskens, Kristof and Geuens, Maggie and Weijters, Bert},
  issn         = {0923-0645},
  journal      = {MARKETING LETTERS},
  keyword      = {TOO,Goal-based choice,NUMBER,Uncertainty,Satisfaction,Consumer expertise,Goals,CATEGORIES,VARIETY,FAMILIARITY,ASSORTMENT,CONSUMER EXPERTISE},
  language     = {eng},
  number       = {1},
  pages        = {119--136},
  title        = {Increasing choice satisfaction through goal-based labeling},
  url          = {http://dx.doi.org/10.1007/s11002-011-9141-6},
  volume       = {23},
  year         = {2012},
}

Chicago
Goedertier, Frank, Kristof Geskens, Maggie Geuens, and Bert Weijters. 2012. “Increasing Choice Satisfaction Through Goal-based Labeling.” Marketing Letters 23 (1): 119–136.
APA
Goedertier, F., Geskens, K., Geuens, M., & Weijters, B. (2012). Increasing choice satisfaction through goal-based labeling. MARKETING LETTERS, 23(1), 119–136.
Vancouver
1.
Goedertier F, Geskens K, Geuens M, Weijters B. Increasing choice satisfaction through goal-based labeling. MARKETING LETTERS. 2012;23(1):119–36.
MLA
Goedertier, Frank, Kristof Geskens, Maggie Geuens, et al. “Increasing Choice Satisfaction Through Goal-based Labeling.” MARKETING LETTERS 23.1 (2012): 119–136. Print.