The Role of Goal Engagement in Self-Regulation

Minjung Koo, Sungkyunkwan University, Republic of Korea
Aparna Labroo, Northwestern University, USA
Angela Lee, Northwestern University, USA
We propose that prevention-oriented consumers adopt a goal-engagement strategy, focusing focuses on not losing sight of the goal, which enhances self-regulation. In contrast, promotion-oriented consumers adopt a multifocal strategy of minding the goal and countering temptation at the same time. Despite using two strategies this approach ironically undermines self-control success.
[ to cite ]:
Minjung Koo, Aparna Labroo, and Angela Lee (2013) ,"The Role of Goal Engagement in Self-Regulation", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.