Visual Depiction of Goal Structure and Financial Decisions

Min Zhao, University of Toronto, Canada
Dilip Soman, University of Toronto, Canada
We demonstrate that visual depiction of the flow between overall financial goal and its sub-goals can facilitate goal pursuit when it creates a fit. Specifically, converging flow in the goal structure increases saving (an act of collecting), whereas diverging flow increases donation (an act of giving out).
[ to cite ]:
Min Zhao and Dilip Soman (2015) ,"Visual Depiction of Goal Structure and Financial Decisions", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 136-141.