The Impact of Goal (Non)Attainment on Behavior Through Changes in Regulatory Focus

Danielle Mantovani, Federal University of Parana, Brazil
Paulo Prado, Federal University of Parana, Brazil
Eduardo B. Andrade, University of California, United States
Based on the regulatory fit phenomenon, the authors examined how goal (non)attainment of a particular goal can influence subsequent behavior through changes in regulatory focus (experiments 1 and 2). Experiment 3 shed light into the boundary conditions of this phenomenon and how emotions play a role into the process.
[ to cite ]:
Danielle Mantovani, Paulo Prado, and Eduardo B. Andrade (2012) ,"The Impact of Goal (Non)Attainment on Behavior Through Changes in Regulatory Focus", 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: 815-816.