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


The Impact of Previews on the Enjoyment of Multicomponent Multimedia Experiences

Jayson S. Jia, University of Hong Kong
Baba Shiv, Stanford University, USA

Read More


Meaningfulness in New Products: Conceptualization and Measurement

Maria Sääksjärvi, Delft University of Technology, The Netherlands
Katarina Hellén, Univeristy of Vaasa

Read More


Q8. Avatars, Consumers and Possession in Online Gaming

Feihong Hu, Lancaster University, UK
Xin Zhao, Lancaster University, UK
Chihling Liu, Lancaster University, UK

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.