Goal Commitment and Consistency in Avoiding Temptations

Svetlana Davis, Queens University, Canada
This study proposes that under approach and avoidance motivation, commitment to pursue a goal and avoid temptations are relatively the same at different stages of goal attainment. However, when participants experience goal regress, those primed with avoidance/approach motivation are significantly more likely to pursue the goal/temptations.
[ to cite ]:
Svetlana Davis (2014) ,"Goal Commitment and Consistency in Avoiding Temptations", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 781-781.