Pursuit of Regulatory Goals and the Use of Self-Regulatory Resources

Xiaoli Nan, University of Minnesota
ABSTRACT - This paper proposes that pursuit of a prevention goal demands more self-regulatory resources than does pursuit of a promotion goal. As a result, depleting self-regulatory resources should be more likely to adversely influence the pursuit of a prevention goal than the pursuit of a promotion goal. Two studies are conducted in the contexts of hypothesis generating and endowment effect to test this proposition. Results of the studies provided support for the proposition.
[ to cite ]:
Xiaoli Nan (2005) ,"Pursuit of Regulatory Goals and the Use of Self-Regulatory Resources", in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 467-472.