Let Freedom Ring? Divergent Effects of Free Choice on Goal Pursuit

Jordan Etkin, University of Maryland, USA
Juliano Laran, University of Miami, USA
This research considers choice freedom in the context of goal pursuit. We show that when a goal is highly active at the time of choice, free (vs. restricted) choice satisfies the goal, decreasing subsequent goal pursuit, whereas when a goal is inactive, free (vs. restricted) choice increases goal activation/ pursuit.
[ to cite ]:
Jordan Etkin and Juliano Laran (2012) ,"Let Freedom Ring? Divergent Effects of Free Choice on Goal Pursuit", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 90-94.