Do All-Or-Nothing Reference Points Support Regular Savings?

Caezilia Loibl, The Ohio State University
This study concerns the implications of Gollwitzer’s (1999) concept of implementation intentions for regular savings. A baseline and two follow-up studies required participants to form implementation intentions concerning when, how, how much, and from what source of income they would deposit savings during the next month. In particular, this study addresses whether an all-or-nothing reference point moderates the impact of implementation intentions on goal progress. It is suggested to measure goal progress through the interaction of implementation intentions with savers’ income, their savings goals and time horizons.
[ to cite ]:
Caezilia Loibl (2008) ,"Do All-Or-Nothing Reference Points Support Regular Savings?", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 985-985.