Self-relevance and purchase goals: Mapping a consumer decision

Mark B. Houston, Beth A. Walker

Research output: Contribution to journalArticlepeer-review

54 Scopus citations


The purpose of this research is to introduce a cognitive mapping methodology designed to explore the goal structures that are activated by a consumer's experienced feelings of self-relevance or involvement with a product or service. In particular, the authors examine how a consumer's enduring involvement with a product class (greeting cards) and specific decision situations affect the content and structure of the activated purchase goals in a consumer's decision map. As compared to enduring involvement, the decision situation more strongly affected the content of the goals in the decision maps. The authors conclude with a discussion of the implications of the method and the results for consumer behavior and marketing strategy research.

Original languageEnglish (US)
Pages (from-to)232-245
Number of pages14
JournalJournal of the Academy of Marketing Science
Issue number3
StatePublished - Jan 1 1996

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing


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