Preference and the Specificity of Goals

Arthur B. Markman*, C. Miguel Brendl, Kyungil Kim

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

20 Scopus citations


In this study, the authors examined (a) the effect of changes in the need to eat on expressed preferences for foods that are appropriate for different times of day and (b) whether that need is directed toward food in general or foods contextually appropriate to the time of day. Previous findings suggest that, when the goal is active relative to when it is inactive, items relevant to satisfying a goal increase in value but items unrelated to that goal decrease in value. The authors observed that, when people needed to eat, they sought foods that are contextually appropriate to the time of day of the study. Hence, the goal they sought to fulfill was narrower than seeking foods in general.

Original languageEnglish (US)
Pages (from-to)680-684
Number of pages5
Issue number3
StatePublished - Aug 2007


  • devaluation
  • goals
  • motivation
  • preferences

ASJC Scopus subject areas

  • General Psychology


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