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Wilfrid Laurier University School of Business & Economics
April 23, 2014
Canadian Excellence

Kim - abstract

Date: Friday February 10, 2012
Time: 10:30am-Noon
Location: SBE1210
Speaker: Dr. Hae Joo Kim

Topic: Seeing Goals in Products: Effects of Goal Visualization on Willingness to Pay

This research investigates whether individuals will express a greater willingness to pay for a product when its aesthetics (e.g., curvy "shapely" bottle) visually depict an end-state that they are pursuing (e.g., shapely physique) compared to when its aesthetics does not help visualize the end-state (e.g., straight "shapeless" bottle). While prior research has shown that goal visualization increases motivation to pursue instrumental behaviour, the preliminary findings of the research suggest that goal visualization can increase the value of products which are no more effective in achieving the goal than products that do not symbolize the goal. To account for the effect, it is proposed that a product which facilitates goal visualization creates an illusory perception that the goal is easier to attain. Theoretical and managerial implications of the findings as well as future directions are also discussed.