Goal–Attribute Compatibility in Consumer Choice

This research advances the notion that product evaluations are a function of the compatibility of consumers’ goals with the attributes describing choice alternatives. Building on the concept of self‐regulation, it is argued that attribute evaluations are moderated by individuals’ goal orientation and, specifically, that attributes compatible with individuals’ regulatory orientation tend to be overweighted in choice. This proposition is tested by examining the impact of goal orientation on consumer preferences in 3 different contexts: (a) hedonic versus utilitarian attributes, (b) performance versus reliability attributes, and (c) attractive versus unattractive (good vs. bad) attributes. The data show that prevention‐focused individuals are more likely to overweight (in relative terms) utilitarian, reliability‐related, and unattractive attributes than promotion‐focused consumers, who are more likely to place relatively more weight on hedonic, performance‐related, and attractive attributes. Considered together, these findings support the proposition that attributes compatible with individuals’ goal orientation tend to be overweighted in choice.