The Effect of Goal Setting on Consumption and Consumer Well-Being

Maura Scott, University of Kentucky, USA
Stephen M. Nowlis, Arizona State University, USA
Many consumers set goals such as counting calories, carbohydrates, or fat grams. We examine the role of emotional response to the goal pursuit process. As consumers set more specific goals, performance levels increase and success rates decrease. Lower success rates result in lower levels of enjoyment and feelings of success. In the food context, restrained eaters’ feelings of regret, guilt, and perceptions of having overeaten increase. However, restrained eaters’ short-term performance is no different than unrestrained eaters. Our research identifies goal creation mechanisms, predicts when specific goal strategies yield successful short-term and sustainable outcomes, and predicts how this impacts consumer well-being.
[ to cite ]:
Maura Scott and Stephen M. Nowlis (2010) ,"The Effect of Goal Setting on Consumption and Consumer Well-Being", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 122-125 .