Goal Specificity, Subjective Impact, and the Dynamics of Consumer Motivation

Scott Wallace, Duke University, USA
Jordan Etkin, Duke University, USA
Specific and non-specific goals are both prevalent in consumers’ lives. Dieters can target a specific weight or aim to maximize weight loss. Families can budget weekly grocery expenditures or aim to minimize spending. Using a framework of goals-as-reference points, we explore dynamic motivational differences between specific and non-specific consumer goals.
[ to cite ]:
Scott Wallace and Jordan Etkin (2015) ,"Goal Specificity, Subjective Impact, and the Dynamics of Consumer Motivation", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 730-731.