Shopping the way to my goals: an analysis of purchase impact on perceived goal progress

Gonçalves, Manuela Albornoz; Nique, Walter; Gonçalves, Dilney Albornoz

doi:10.1016/j.rausp.2017.05.002

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Marketing • Rev. Adm. (São Paulo) 52 (3) • Jul-Sep 2017 • https://doi.org/10.1016/j.rausp.2017.05.002 copy

Shopping the way to my goals: an analysis of purchase impact on perceived goal progress

Rumo aos meus objetivos via compras: uma análise do impacto de compras na percepção de progresso em objetivos

Hacia mis metas por medio de las compras: análisis del impacto de las compras en la percepción de progreso hacia objetivos

Authorship SCIMAGO INSTITUTIONS RANKINGS

Abstract

This article examines the impact of goal related purchases on goal progress perception, and whether this perception depends on the strength of association between product and goal. To test how consumers perceive the act of purchasing goal-related products, three experiments were conducted in an online setting. Participants exposed to purchasing situations perceived greater goal progress than participants exposed to usage situation or a control group. In addition, studies show that this effect is a result of strength of association between product and goal, since participants exposed to more instrumental products perceived greater goal progress than participants exposed to less instrumental products. Therefore, these studies demonstrate how consumers interpret goal related purchases, and the mechanism that influences this interpretation.

Keywords:
Purchases; Goal progress; Motivation; Consumer behavior; Self-regulation

	Group	n	Rank means	Rank sum
DV1 progress Spanish	Purchase	58	66.28	3844.00
	Control	57	49.58	2826.00
	Total	115

DV2 progress Spanish	Purchase	58	66.49	3856.50
	Control	57	49.36	2813.50
	Total	115

DV1 progress guitar	Purchase	58	67.90	3938.00
	Control	57	47.93	2732.00
	Total	115

DV2 progress guitar	Purchase	58	68.03	3945.50
	Control	57	47.80	2724.50
	Total	115

	DV1_ progress Spanish	DV2_ progress Spanish
Mann-Whitney U	1173.000	1160.500
Wilcoxon W	2826.000	2813.500
Z	-2.753	-2.844
Asymp. Sig. (2-tailed)	0.006	0.004

	DV1 progress guitar	DV2 progress guitar
Mann-Whitney U	1079.000	1071.500
Wilcoxon W	2732.000	2724.500
Z	-3.300	-3.341
Asymp. Sig. (2-tailed)	0.001	0.001

Dependent variable: perceived progress
Action	Instrumentality	Means	Standard deviation	n
Purchase	High	5.0000	2.15794	68
	Low	2.7460	1.95900	63
	Total	3.9160	2.34697	131

Use	High	4.2857	1.77281	63
	Low	3.0000	1.81071	62
	Total	3.6480	1.89760	125

Total	High	4.6565	2.00680	131
	Low	2.8720	1.88361	125
	Total	3.7852	2.13944	256

Dependent variable: perceived progress
Source	Sum of squares type III	gl	Means square	F	Sig.
Corrected model	222.390^a a R = 0.191 (Adjusted R = 0.181).	3	74.130	19.772	0.000
Intercept	3610.578	1	3610.578	963.031	0.000
Action	3.386	1	3.386	0.903	0.343
Instrumentality	200.210	1	200.210	53.401	0.000
Action × instrumentality	14.981	1	14.981	3.996	0.047
Error	944.794	252	3.749
Total	4835.000	256
Corrected total	1167.184	255

Departamento de Administração da Faculdade de Economia, Administração e Contabilidade da Universidade de São Paulo Avenida Professor Luciano Gualberto, 908, sala F184, 05508-900 São Paulo / SP Brasil, Tel./Fax 55 11 3818-4002 - São Paulo - SP - Brazil
E-mail: rausp@usp.br

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[1] * Corresponding author at: ERS 239, 2755, CEP 93525-075, Novo Hamburgo, RS, Brazil. E-mail:manu.mag@gmail.com

Product purchase	Barbara decided to learn French. The same night, she bought a French method book. In your opinion, buying the book shows:
Product purchase	Daniel decided to learn French. The same night, he bought some French songs. In your opinion, buying the songs shows:
Effective action	Patricia decided to learn French. The same night, she spent two hours writing an essay in French. In your opinion, writing the essay shows:
Control action	Joe decided to learn French. The same night, he went out to drink with a friend. In your opinion, going out shows:
Product purchase	Linda decided to learn French. The same night, she bought a French dictionary. In your opinion, buying the dictionary shows:
Product purchase	Jane decided to learn to play guitar. The same night, she bought a guitar. In your opinion, buying the guitar shows:
Effective action	Barbara decided to learn to play guitar. The same night, she spent two hours in a guitar web lesson. In your opinion, watching the lesson shows:
Product purchase	Joe decided to learn to play guitar. The same night, he bought some music magazines. In your opinion, buying the magazines shows:
Control action	Daniel decided to learn to play guitar. The same night, he went out to drink with a friend. In your opinion, going out shows:
Product purc	Linda decided to learn to play guitar. The same night, she bought a guitar hanger. In your opinion, buying the hanger shows: