How to Make Your Grandma Exercise: the Activation of Goals and the Availability of Plans

Jaeyeon Chung, Columbia University, USA
Donald Lehmann, Columbia University, USA
We show that framing the plans (vs. goals) of exercising is persuasive only for the old but not for the young due to differing cognitive availability in generating alternative exercise plans. When reaching out to both populations, advertisers should address both the explicit goals and the plans within an advertisement.
[ to cite ]:
Jaeyeon Chung and Donald Lehmann (2013) ,"How to Make Your Grandma Exercise: the Activation of Goals and the Availability of Plans", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.