• Entry
  • Reader's guide
  • Entries A-Z
  • Subject index

Goal-Directed Consumption

The process of consumption can be goal directed or experiential, according to Donna Hoffman and Thomas Novack. Goal-directed consumption is motivated by extrinsic concerns such as the utilitarian value of an object or the need to fulfill a specific extrinsic goal. Goal-directed consumption is typically planned and directed. Overall, goal-directed consumption is slow, conscious, effortful, highly modifiable, and largely effect free. Experiential consumption, in contrast, is motivated by intrinsic concerns such as the immediate hedonic benefit or the need to complete a ritualized behavior. Overall, experiential consumption is fast, automatic, effortless, more difficult to modify, and intimately bound up with emotional processing.

It remains uncertain which system is more important in deciding consumer behavior and how the two systems might relate and interact. Clearly, people can ...

    • Loading...
    locked icon

    Sign in to access this content

    Get a 30 day FREE TRIAL

    • Watch videos from a variety of sources bringing classroom topics to life
    • Read modern, diverse business cases
    • Explore hundreds of books and reference titles