How Goal Distance Influences Regulatory Focus in Goal Pursuit

Olya Bullard, University of Winnipeg, Canada
Rajesh V. Manchanda, University of Manitoba, Canada
This research demonstrates that large (vs. small) goal distance leads to a promotion (vs. prevention) focused representation of a goal. The underline mechanism is the change in reference points which produces a switch from a “gain frame” to a “loss frame” of mind as progress toward the goal is made.
[ to cite ]:
Olya Bullard and Rajesh V. Manchanda (2015) ,"How Goal Distance Influences Regulatory Focus in Goal Pursuit", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 472-473.