Affect As a Cue For Goal Conflict Resolution

Tal Eyal, University of Chicago, USA
Ayelet Fishbach, University of Chicago, USA
We propose two distinctive affect-based self regulatory systems. One is of concrete affect (e.g., happiness, sadness) and cues the pursuit of short term goals. The second is of abstract affect (e.g., pride, guilt) and cues the pursuit of long-term goals. We demonstrate that the same action can be experienced as negative or positive, depending on whether one focuses on its short term or long term goal. We further show the motivational consequences of these two systems for goal conflict situations. Priming abstract vs. concrete affective terms influences self control, such that priming pride vs. happiness generates more self control.
[ to cite ]:
Tal Eyal and Ayelet Fishbach (2007) ,"Affect As a Cue For Goal Conflict Resolution", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 484.