Conquering Conflict: Multifinal Means in Multiple-Goal Pursuit

When pursuing multiple goals, multifinal means allow multiple goals to be pursued simultaneously. We propose that being in a positive mood during multiple-goal pursuit affects perceptions of means to goal attainment, with negative consequences for motivation. Across three studies we show that positive mood decreases perceptions of multifinality and motivation to use multifinal means during the course of goal-pursuit.


Jordan Etkin, Francine Espinoza, and Anastasiya Pocheptsova (2011) ,"Conquering Conflict: Multifinal Means in Multiple-Goal Pursuit", 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: 166-167.


Jordan Etkin, University of Maryland, USA
Francine Espinoza, European School of Management and Technology, Germany
Anastasiya Pocheptsova, University of Maryland, USA


NA - Advances in Consumer Research Volume 39 | 2011

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