Effects of Personal Vs. Interpersonal Goal Conflicts on Goal Commitment and Goal-Based Choice

Grainne Fitzsimons, University of Waterloo, Canada
With limited time and energy, people are often faced with conflicts between important goals. For many people, a primary goal conflict is between personal goals (goals to improve one's health or to advance one's career) and social goals (goals to maintain or improve the quality of relationships.) In a series of experiments, we investigated how people respond to goal conflicts when making choices about their future actions, testing the hypothesis that perceived goal conflict would increase both commitment and ambivalence towards the more chronically important goal.
[ to cite ]:
Grainne Fitzsimons (2009) ,"Effects of Personal Vs. Interpersonal Goal Conflicts on Goal Commitment and Goal-Based Choice", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 202-205.