This Is Important (But Don’T Tell Me That): the Backfire Effect of Emphasizing Goal Importance

Scott Davis, Texas A&M University, USA
Kelly Haws, Vanderbilt University, USA
Conventional wisdom and prior research suggest that when goals are more important, people will strive harder to reach them and increase self-control efforts. We examine possible backfire effects of emphasizing goal importance and find that people with lower self-control respond negatively to highly important goals.
[ to cite ]:
Scott Davis and Kelly Haws (2013) ,"This Is Important (But Don’T Tell Me That): the Backfire Effect of Emphasizing Goal Importance", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.