Social Influences in Consumer Goal Pursuit

Lauren Trabold, Manhattan College
Stephen Gould, Baruch College, USA
In the current research, we examine joint vs. individual goal pursuit. We find that pursuing with a partner increases self-efficacy and goal achievement. However, we find that working with a partner, especially of the opposite sex, negatively influences goal-related product choices and increases willingness to pay.
[ to cite ]:
Lauren Trabold and Stephen Gould (2015) ,"Social Influences in Consumer Goal Pursuit", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 810-810.