Flip-Flopping of General Action and Inaction States: a Study on the Mental Representation of Action and Inaction Goals

Kathleen McCulloch, University of Florida, USA
Kenji Noguchi, University of Florida, USA
Dolores Albarracin, University of Florida, USA
We examined the possibility that tendencies to engage in or abstain from behavior, irrespective of the domain (e.g., buying, using drugs, exercising), can be due to general goals. We examined the existence of general action/inaction goals and their effects on human decisions and behaviors. We showed that concepts related to action were more accessible after being primed with visual action icons. Furthermore, after performing an active task, general inaction goals became more salient. This general “flip” from action to inaction is discussed in terms of implications for consumer research.
[ to cite ]:
Kathleen McCulloch, Kenji Noguchi, and Dolores Albarracin (2007) ,"Flip-Flopping of General Action and Inaction States: a Study on the Mental Representation of Action and Inaction Goals", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 444-445.