How Mental Simulations of the Future and Message‐Induced Expectations Influence Purchasing Goals
作者： Ian M. Handley , R. Justin Goss
DOI: 10.1002/MAR.20529
关键词: Psychology 、 Purchasing 、 Fantasy 、 Realization (systems) 、 Product (category theory) 、 Marketing
摘要: In the reported experiment, participants considered future fantasies about owning an electronics product, negative realities that impeded realization of fantasy (e.g., insufficient money), or simultaneously both. Consistent with Fantasy Realization Theory (Oettingen, 1996), only who and reality formed stronger (weaker) goals to purchase their product if they read advertisement for store leading them expect doing so was feasible (unfeasible). Purchasing were not influenced by expectations in other conditions. The theoretical practical contributions these findings as well directions research are discussed.
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