Goal-derived categories and the antecedents of across-category consideration

Article Abstract:

We employ the concept of goal-derived categories and examine when and why consideration sets might include alternatives from different nominal product categories. An experiment in stimulus-based choice was conducted wherein subjects were given a large, heterogeneous set of alternatives and asked to form consideration sets. A key finding was that across-category consideration was high when there was either goal conflict (i.e., a single product category could not deliver on all salient goals) or goal ambiguity (i.e., a lack of salient goals). However, goal-conflict and goal-ambiguity subjects engaged in across-category consideration for different reasons. Goal-conflict subjects potentially could have prioritized goals and eliminated entire categories prior to forming consideration sets. Instead, they formed mixed consideration sets in the service of salient goals and postponed conflict resolution to the final choice stage. Goal-ambiguity subjects, on the other hand, considered alternatives from different categories because they were influenced by extrinsic cues (e.g., leading brand names). Implications are discussed for consideration set formulation and product-market structure. (Reprinted by permission of the publisher.)

Research, Consumer preferences

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Politics of Planned Change

Article Abstract:

To change over a company's philosophies a number of points must be addressed. All issues to be addressed must be mapped out and outlined in advance. Taking just one problem at a time and completing it before starting the next is the rule of thumb. Consultants and staff not close to the situation must be involved to take an outside point of view. All objectives and achievements must be measured against each other to rate programs. A proper measurement tool for progress must also be developed to be sure the progress is measured correctly. Criteria for evaluation must also be developed to ensure final implementation.

Project management software, Systems development, System Development, Performance Measurement, Management Consulting, Measurement Techniques, Project Life Cycle

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What's it worth? The Americana survey of collectibles and antiques

Article Abstract:

Average and top prices for American antiques and collectibles are surveyed. Items described include vintage automobiles, heirloom quilts, postcards, garden furniture, wine, radios, autographs, daguerreotypes, wicker furniture, weathervanes, carousel animals and many others.

Prices and rates, Collections and collecting, Antiques, Collectibles, Americana

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