All For One and One For All: Individual Vicarious Goal Fulfillment in Group Contexts

Katina Kulow, University of Louisville, USA
Thomas Kramer, University of California Riverside, USA
Kara Bentley, University of South Carolina, USA
We explore the impact of group identification on individual goal pursuit. We show that when a group has made progress towards an overall group goal, individuals with high group identification will decrease their individual goal pursuit efforts. Evidence suggests that vicarious goal fulfillment mediates this effect.
[ to cite ]:
Katina Kulow, Thomas Kramer, and Kara Bentley (2015) ,"All For One and One For All: Individual Vicarious Goal Fulfillment in Group Contexts", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 601-601.