Claiming single or multiple product benefits: Moderating role of intergoal association

Abstract

Marketers may feature single or multiple benefits when promoting a product. In the current research, we investigate the conditions under which consumers prefer a product with a single-benefit claim over one with multi-benefit claims. Drawing on goal systems theory, we propose that intergoal association (excitatory vs. inhibitory) influences consumer preference for single versus multi-benefit claims. Through five studies, we provide convergent evidence that excitatory (vs. inhibitory) intergoal association boosts consumer attitude toward and preference for multi-benefit products. Furthermore, intergoal association’s effect on the preference for multi- versus single-benefit products is mediated by consumers’ assessment of product effectiveness and moderated by their need for cognition. These findings contribute to the literature on consumption goals and provide practical guidance for practitioners regarding their communication with consumers.