Letting Good Opportunities Pass Us By: Examining the Role of Mindset During Goal Pursuit

Julia Belyavsky Bayuk, University of Delaware, USA
Chris Janiszewski, University of Florida, USA
Robyn LeBoeuf, University of Florida, USA
We propose that forming implementation intentions (i.e., specific plans to achieve a goal) isn’t always conducive to goal achievement, despite what has been suggested in much prior research (e.g., Gollwitzer 1999). In a series of studies, we examine the goal of saving money, and find that an implementation intention may, at times, discourage the use of out-of-plan goal-directed means. Specifically, the results show that forming an implementation intention to save money decreases (increases) the likelihood of responding to goal-directed out-of-plan behaviors (i.e., other ways to save money) when a person is in a concrete (abstract) mindset.
[ to cite ]:
Julia Belyavsky Bayuk, Chris Janiszewski, and Robyn LeBoeuf (2010) ,"Letting Good Opportunities Pass Us By: Examining the Role of Mindset During Goal Pursuit", 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 .