An Empirical Analysis of the Joint Effects of Shoppers’ Goals and Attribute Display on Shoppers’ Evaluations

This article develops a decision-making framework that highlights how display of numeric attribute information (e.g., display of calorie information) and shoppers’ goals (i.e., having a diet focus vs. a taste focus) jointly influence shoppers’ choices and preferences. Across two sets of studies, including a field study involving the launch of a new Coca-Cola product, the authors show that when food items are displayed in an aligned manner (i.e.,...