Slacking in the Middle: Relaxing Personal Standards in the Course of Goal Pursuit

Maferima Touré-Tillery , University of Chicago, USA
Ayelet Fishbach, University of Chicago, USA
We demonstrate that people are more likely to relax their ethical, performance and religious standards in the middle of pursuing a goal than at the beginning and at the end, because actions at the beginning/end (vs. middle) are stronger signals of an individual’s standards.
[ to cite ]:
Maferima Touré-Tillery and Ayelet Fishbach (2011) ,"Slacking in the Middle: Relaxing Personal Standards in the Course of Goal Pursuit ", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.