Attainment Versus Maintenance Goals: Differences in Cognitive Processing and Goal Attractiveness.

Antonios Stamatogiannakis, INSEAD, France
Amitava Chattopadhyay, INSEAD, Singapore
Dipankar Chakravarti, Johns Hopkins University, USA
Attainment and maintenance goals are frequently used in practice, but rarely compared in literature. Comparing them shows that maintenance goals evoke contextual interference thoughts, but attainment goals evoke plans and start-end state comparison thoughts. The latter make attainment goals perceived as easier and more attractive than maintenance goals.
[ to cite ]:
Antonios Stamatogiannakis, Amitava Chattopadhyay, and Dipankar Chakravarti (2011) ,"Attainment Versus Maintenance Goals: Differences in Cognitive Processing and Goal Attractiveness.", 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.