Consequence of Motivated Goal Setting on Sequential Goals in Investment Decision Making

Cecile Cho, University of California, Riverside, USA
We examine the relationship between what we term “strategic goal setting,” confirmation of the goal, and subsequent risk taken in investment decisions. Four studies present evidence that setting a minimal, conservative goal (vs. high goal) and achieving it leads to a spike in the level of risk taken in subsequent decisions due to a persistent loss frame.
[ to cite ]:
Cecile Cho (2012) ,"Consequence of Motivated Goal Setting on Sequential Goals in Investment Decision Making", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 187-190.