Making a good thing even better? The impact of claim congruency on competing product goals and consumer evaluations

Drawing from activation theory and the goal literature, this research explores how competing product-related goals influence attitudes and intentions and how advertised product claims (fortification and health claims) nudge competing consumer goals. Additionally, this research investigates how promotional cue alignment with a product-related goal can positively influence attitudes and intentions. Four studies reveal that when a promotional cue...