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.


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.


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


E - European Advances in Consumer Research Volume 9 | 2011

Share Proceeding

Featured papers

See More


L4. Attentional Breadth Moderates the Effect of Store Environments on Product Evaluation

Oliver B. Büttner, University of Duisburg-Essen
Benjamin G. Serfas, University of Duisburg-Essen
Daria Euler, University of Duisburg-Essen
Mathias Clemens Streicher, University of Innsbruck, Austria

Read More


Emotion, Scientific Reasoning, and Judgments of Scientific Evidence

Caitlin Drummond, University of Michigan, USA
Baruch Fischhoff, Carnegie Mellon University, USA

Read More


The Effect of Fertility on Women’s Word-of-Mouth Behavior

Sevincgul Ulu, Rutgers University, USA
Kristina Durante, Rutgers University, USA
Jonah Berger, University of Pennsylvania, USA
Aekyoung Kim, Rutgers University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.