Isenberg Marketer Explores Conflicting Consumer Goals

July 26, 2012

Elizabeth MillerElizabeth Miller

A recent study in the Journal of Consumer Research coauthored by Elizabeth G. Miller, an assistant professor of marketing at Isenberg, contends that consumers change their minds often when making choices that involve conflicting goals. "Our study provides a glimpse into why consumers feel so much angst when they encounter choices with conflicting goals. Namely, the goal that appears to have been initially ignored finds new energy on the back burner and reasserts itself at the next earliest opportunity. In short, important goals are hard to ignore because ignoring them just makes them stronger," Miller and her coauthors concluded.


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