University of Groningen
Keep your eyes on the goal! The impact of consumer goal pursuit on the effectiveness of
subtle marketing cues
Sadowski, Sebastian Adam
IMPORTANT NOTE: You are advised to consult the publisher's version (publisher's PDF) if you wish to cite from
it. Please check the document version below.
Document Version
Publisher's PDF, also known as Version of record
Publication date:
2019
Link to publication in University of Groningen/UMCG research database
Citation for published version (APA):
Sadowski, S. A. (2019). Keep your eyes on the goal! The impact of consumer goal pursuit on the
effectiveness of subtle marketing cues. University of Groningen, SOM research school.
Copyright
Other than for strictly personal use, it is not permitted to download or to forward/distribute the text or part of it without the consent of the author(s) and/or copyright holder(s), unless the work is under an open content license (like Creative Commons).
Take-down policy
If you believe that this document breaches copyright please contact us providing details, and we will remove access to the work immediately and investigate your claim.
Downloaded from the University of Groningen/UMCG research database (Pure): http://www.rug.nl/research/portal. For technical reasons the number of authors shown on this cover page is limited to 10 maximum.
529974-L-bw-SOM 529974-L-bw-SOM 529974-L-bw-SOM 529974-L-bw-SOM Processed on: 26-3-2019 Processed on: 26-3-2019 Processed on: 26-3-2019
Processed on: 26-3-2019 PDF page: 1PDF page: 1PDF page: 1PDF page: 1
Keep Your Eyes On The Goal!
The Impact of Consumer Goal Pursuit on
the Effectiveness of Subtle Marketing
Stimuli
529974-L-bw-SOM 529974-L-bw-SOM 529974-L-bw-SOM 529974-L-bw-SOM Processed on: 26-3-2019 Processed on: 26-3-2019 Processed on: 26-3-2019
Processed on: 26-3-2019 PDF page: 2PDF page: 2PDF page: 2PDF page: 2 Publisher: University of Groningen
Groningen, The Netherlands Printer: Ipskamp Printing B. V.
Enschede, The Netherlands ISBN: 978-94-034-1545-1 (book)
978-94-034-1544-4 (e-book) Copyright 2019 © Sebastian Sadowski
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system of any nature, or transmitted in any form or by any means, electronic, mechanical, now known or hereafter invented, including photocopying or recording, without prior written permission of the author.
529974-L-bw-SOM 529974-L-bw-SOM 529974-L-bw-SOM 529974-L-bw-SOM Processed on: 26-3-2019 Processed on: 26-3-2019 Processed on: 26-3-2019
Processed on: 26-3-2019 PDF page: 3PDF page: 3PDF page: 3PDF page: 3
Keep Your Eyes On The Goal!
The Impact of Consumer Goal
Pursuit on the Effectiveness of
Subtle Marketing Cues
Proefschrift
ter verkrijging van de graad van doctor aan de Rijksuniversiteit Groningen
op gezag van de
rector magnificus prof. dr. E. Sterken en volgens besluit van het College voor Promoties.
De openbare verdediging zal plaatsvinden op donderdag 2 mei 2019 om 16.15 uur
door
Sebastian Adam Sadowski
geboren op 15 februari 1986529974-L-bw-SOM 529974-L-bw-SOM 529974-L-bw-SOM 529974-L-bw-SOM Processed on: 26-3-2019 Processed on: 26-3-2019 Processed on: 26-3-2019
Processed on: 26-3-2019 PDF page: 4PDF page: 4PDF page: 4PDF page: 4
Promotores
Prof. dr. B.M. Fennis Prof. dr. K. van Ittersum
Beoordelingscommissie
Prof. dr. L. Warlop Prof. dr. S. Sweldens Prof. dr. B. A. Nijstad
529974-L-bw-SOM 529974-L-bw-SOM 529974-L-bw-SOM 529974-L-bw-SOM Processed on: 26-3-2019 Processed on: 26-3-2019 Processed on: 26-3-2019
Processed on: 26-3-2019 PDF page: 5PDF page: 5PDF page: 5PDF page: 5
529974-L-bw-SOM 529974-L-bw-SOM 529974-L-bw-SOM 529974-L-bw-SOM Processed on: 26-3-2019 Processed on: 26-3-2019 Processed on: 26-3-2019
Processed on: 26-3-2019 PDF page: 6PDF page: 6PDF page: 6PDF page: 6
Contents
1. Introduction ... 8
1.1 Goal Activation ... 13
1.2 Consumer Goal Pursuit... 15
1.3 Goal-Relevant Knowledge and Information Processing ... 18
1.4 Goals and Attentional Scope ... 21
1.5 Context-Driven Consumers ... 23
1.6 Overview of the Dissertation ... 28
2. (Un)primed by Desire: Desire as a Help or a Hindrance to Priming Effects ... 33
2.1. Desire and Priming ... 36
2.2. Outline of Experiments ... 41
2.3. Experiment 1: Fulfilled Desire Helps Desire-Irrelevant Primes ... 43
2.4. Experiment 2: The Pursuit of Desire Moderates Desire-Irrelevant Priming Effects on Product Preferences ... 50
2.5. Experiment 3: Unfulfilled Desire Boosts Desire-Relevant Priming Effects ... 54
2.6. Experiment 4: Seemingly Desire-Irrelevant Primes Become Desire-Relevant in a Desire-Relevant Context ... 60
2.7. General Discussion ... 65
3. All the Cues We Cannot See: Do Active Alternative Goals Render Consumers Insensitive to In-Store Shopping Cues? ... 79
3.1 Goals and Context Sensitivity ... 83
3.2 Assortment Effects in the Marketplace ... 84
3.3 Outline of Experiments ... 87 3.4 Experiment 1 ... 88 3.5 Experiment 2 ... 92 3.6 Experiment 3 ... 96 3.7 Experiment 4 ... 101 3.8 General Discussion ... 105
4. Losses Tune Differently than Gains: How Gains and Losses Shape Attentional Scope and Influence Goal Pursuit ... 117
4.1 Gains, Losses, and Attentional Scope ... 119
4.2 Present Research ... 124
4.3 Experiment 1 ... 125
529974-L-bw-SOM 529974-L-bw-SOM 529974-L-bw-SOM 529974-L-bw-SOM Processed on: 26-3-2019 Processed on: 26-3-2019 Processed on: 26-3-2019
Processed on: 26-3-2019 PDF page: 7PDF page: 7PDF page: 7PDF page: 7
4.5 General Discussion ... 135
5. Summary and General Discussion... 140
5.1 Summary of Findings ... 141 5.1.1 Chapter 2 ... 141 5.1.2 Chapter 3 ... 144 5.1.3 Chapter 4 ... 145 5.2 Theoretical Implications ... 145 5.3 Practical Implications ... 152
5.4 Avenues for Future Research ... 155
References... 161
Nederlandse Samenvatting ... 185
