Maintenance Versus Attainment Goals: Preference of Goal Fulfilling Strategies and Influence of Change in Life Circumstances on Goal Pursuit

Napatsorn Jiraporn, State University of New York at Binghamton/Oswego, USA
Kalpesh Kaushik Desai, State University of New York at Binghamton, USA
Extant self-regulation research has ignored maintenance ( attainment ) goals in which the current state coincides with or exceeds ( lags ) the desired state. Findings from five studies show that compared to attainers ’ focus on outcome, maintainers focus on both process and outcome, use fewer self-regulating strategies, prefer strategies that are physically less intense, and show lower goal adherence under stable life circumstances.
[ to cite ]:
Napatsorn Jiraporn and Kalpesh Kaushik Desai (2011) ,"Maintenance Versus Attainment Goals: Preference of Goal Fulfilling Strategies and Influence of Change in Life Circumstances on Goal Pursuit", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 593-594.