The Fewer, the Better: Number of Goals and Savings Behavior

Contrary to common belief, we demonstrate that a single savings goal leads to greater savings and savings intention than multiple goals due to the implementation intention evoked by the single goal. This effect is attenuated when the saving is easier to implement or multiple goals involve little competition among themselves.



Citation:

Dilip Soman and Min Zhao (2011) ,"The Fewer, the Better: Number of Goals and Savings Behavior", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 45-46.

Authors

Dilip Soman , University of Toronto, Canada
Min Zhao, University of Toronto, Canada



Volume

NA - Advances in Consumer Research Volume 39 | 2011



Share Proceeding

Featured papers

See More

Featured

‘Family Tech-Support’: Consequences for Family Assemblages and Non-Purchase Decision Technology Adoption

Pao Franco, University of Melbourne, Australia

Read More

Featured

Burnishing Prosocial Image to Self vs. Others

Minah Jung, New York University, USA
Silvia Saccardo, Carnegie Mellon University, USA
Ayelet Gneezy, University of California San Diego, USA
Leif D. Nelson, University of California Berkeley, USA

Read More

Featured

A Theory of Goal Maintenance: A Distinct and Vivid Pre-Goal Self Predicts Post-Goal Maintenance Behavior

Elicia John, University of California Los Angeles, USA
Hal Hershfield, University of California Los Angeles, USA
Suzanne Shu, University of California Los Angeles, 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.