Focusing on Desirability Versus Feasibility: the Influence of Fit Between Goal Progress and Construal Level on Subsequent Self-Regulation

Jooyoung Park, University of Iowa, USA
William Hedgcock, University of Iowa, USA
This research examines the relationship between goal progress and construal level and its influence on subsequent goal pursuit. Across four studies, we show that greater goal progress induces higher-level construals and that as people perceive greater goal progress, abstract thinking is more likely to promote goal-consistent behavior than concrete thinking.
[ to cite ]:
Jooyoung Park and William Hedgcock (2013) ,"Focusing on Desirability Versus Feasibility: the Influence of Fit Between Goal Progress and Construal Level on Subsequent Self-Regulation", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.