Two Wrongs Can Make a Right: the Influence of Salient Self-Attribution on Self-Image and Subsequent Goal Pursuit

Nina Gros, Maastricht University, The Netherlands
Kelly Geyskens, Maastricht University, The Netherlands
Caroline Goukens, Maastricht University, The Netherlands
Ko de Ruyter, Maastricht University, The Netherlands
Three studies show that individuals have a more positive self-image when encountering a goal related cue subsequently to having engaged in goal inconsistent behavior. We show that this effect can be explained by implicit self-esteem compensation, resulting in better performance on subsequent goal pursuits.
[ to cite ]:
Nina Gros, Kelly Geyskens, Caroline Goukens, and Ko de Ruyter (2012) ,"Two Wrongs Can Make a Right: the Influence of Salient Self-Attribution on Self-Image and Subsequent 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: 1021-1022.