Abstract
When consumers fulfill consumption goals they make decisions on first, from which product category to buy, and second, which brand to purchase within the product category. In this article, the relative effects of product-level typicality and brand-level typicality on goal-driven consumer choice are examined. Which level of typicality is more diagnostic of choice? Empirical results show that consumers are, in goal-derived usage contexts, more likely to choose a less typical and less favored brand from a typical product category than a typical and more favored brand from a less typical product category. Consequently, brands that consumers perceive as inferior may be chosen over superior brands because of the link between product categories and usage contexts. Our results indicate that it may be fruitful for marketers to associate brands and product categories with usage contexts, and that they need to consider brand competitors from other product categories.