Abstract:

Based on the goal system theory, this study tried to find out that whether adding an additional goal would increase or decrease the preference of means. Specifically, the dichotomy of hedonic/utilitarian characteristics of the focal goal and the additional goal was adopted to analyze the effect of additional goal on the preference of means. Three experiments were conducted to investigate the mechanism. Results showed that when the additional goal and the main goal were different in the utilitarian/hedonic attribute, because of contrast effect, adding a hedonic additional goal would enhance the preference of means and adding a utilitarian additional goal would decrease the preference of means. On the other hand, when the additional goal and the main goal were the same in the utilitarian/hedonic attribute, because of the assimilation effect, adding an additional goal which has a smaller perceived value than the main goal would enhance the preference of means and adding an additional goal which has a bigger perceived value than the main goal would decrease the preference of means.

Key words: Additional Goal, Means, Preference of Means, Goal System