The effect of goal activation on the evaluation of hybrid products

Abstract

A hybrid product (i.e. a multifinal means) is connected with goals relevant to the key functionalities best served by the product categories constituting the product. Given that single-or multiple-category inference for a hybrid product can be elicited in individuals, we propose that single-(vs. multiple-) category inference can lead to a relatively higher preference for the hybrid product if only one of the key focal goals that the hybrid product can satisfy is activated. We also explore whether the evaluation of a hybrid product in single-category inference will reflect valuation and/or devaluation effects if only one of multiple key focal goals attached to the hybrid product is active.