What I Haven’T Done Can’T Hurt Me: the Effects of Imagined Future Failure on Goal Disengagement

Yael Zemack-Rugar, Virginia Tech, USA
Canan Corus, Pace University, USA
David Brinberg, Virginia Tech, USA
We examine how self-control choices are affected by an imagined, future failure. Findings show future failure can lead to the same emotional, cognitive, and behavioral responses as past failure. However, due to perceived changeability, the cause of failure (internal vs. external) moderates differences between responses to past versus anticipated failure.
[ to cite ]:
Yael Zemack-Rugar, Canan Corus, and David Brinberg (2013) ,"What I Haven’T Done Can’T Hurt Me: the Effects of Imagined Future Failure on Goal Disengagement", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.