Framing Goals to Increase Or Decrease Personal Savings: the Effect of Specific Goals and Construal Level

Amar Cheema, Washington University / University of Virginia, USA
Gülden Ülkümen, University of Southern California, USA
We show that anticipated success, commitment to saving, and the actual amount saved, can be increased or decreased simply by changing the way consumers think about saving goals. Consumers can (a) specify or not specify an exact amount to save (goal specificity), and (b) focus on either how to save, or why to save (construal level). Specific (vs. non-specific) goals help consumers save more under high-level construal but this effect reverses under low-level construal. Mediation analyses reveal that specific (vs. non-specific) goals are perceived to be more important under high-level construal, and more difficult under low-level construal.
[ to cite ]:
Amar Cheema and Gülden Ülkümen (2010) ,"Framing Goals to Increase Or Decrease Personal Savings: the Effect of Specific Goals and Construal Level", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 7-9 .