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
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Publication date: 2019
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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.
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Stellingen behorende bij het proefschrift Keep Your Eyes On The Goal!
The Impact of Consumer Goal Pursuit on the Effectiveness of Subtle Marketing Stimuli van
Sebastian Sadowski
1. Desire-irrelevant primes exert their subtle impact on consumer judgment and decision-making when a desire has been fulfilled. These effects are not observed when the same desire is still unfulfilled. Chapter 2
2. Desire-relevant primes exert their subtle impact on consumer judgment and decision-making when a desire is still unfulfilled. These effects are not observed when the same desire has already been fulfilled. Chapter 2
3. Seemingly desire-irrelevant primes exert their subtle impact on consumer judgment and decision-making when a desire is still unfulfilled, but the context in which primes could be used is desire-relevant. These effects are not observed when the same desire has already been fulfilled. Chapter 2
4. Assortment-driven product location preferences as a function of alternative-goal pursuit will arise specifically for complex (vs. noncomplex) assortments. Chapter 3
5. Stages in alternative-goal pursuit (active vs. complete) will moderate the impact of assortment structure on the location of the chosen product. More specifically, subtle alterations in the assortment structure will exert a larger effect on consumer product location preferences upon completion of an alternative goal. Chapter 3
6. Stages in consumer reward pursuit (anticipation vs. experience) modulate the impact of monetary losses versus gains on attentional scope. For gains, anticipation of gains induces narrowing of attentional scope, while experience of gains results in
broadening of attentional scope. This expectation reverses for monetary losses. Thus, for monetary losses attentional scope broadens up when losses are anticipated, whereas it narrows down following experience of losses. Chapter 4
7. “It was all : it was nothing : it was more than enough.” Ali Smith
8. “You're only given a little spark of madness. You mustn't lose it”. Robin Williams
9. “The past is always tense, the future perfect” Zadie Smith
