ABSTRACT
The interplay between motivation and cognition has occupied a central role in psychology for many decades. Questions such as “how do motives, goals, preferences, and desires influence beliefs” and “how do beliefs influence motives, goals, preferences, and desires” have fascinated psychologists since the turn of the century (e.g. McDougall 1908). More recently, consumer psychologists have attempted to develop a taxonomy of goals (Huffman 1996; Huffman and Houston 1993) and have attempted to illustrate how involvement, accountability, and other motivational variables influences each stage of information processing (Lee et al. forthcoming; Ratneshwar, Mick, and Reitinger 1990).
