Practicing What You Preach

We often give goal-related advice to others. Given this involvement of ourselves in other’s goal pursuit, what is the effect of giving goal-related advice on our own likelihood of behaving in an advice-consistent manner? Two studies suggest that simply giving goal-related advice allows the advisor to vicariously experience goal progress through the belief that the target will follow the advice, thus giving the advisor license to act in an advice-incongruent fashion. We posit that there is an inherent mechanism built into giving advice that perpetuates our failure to practice what we preach.



Citation:

Sunaina Chugani and Susan Broniarczyk (2011) ,"Practicing What You Preach", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 90.

Authors

Sunaina Chugani, University of Texas at Austin, USA
Susan Broniarczyk, University of Texas at Austin, USA



Volume

E - European Advances in Consumer Research Volume 9 | 2011



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