Let Freedom Ring? Divergent Effects of Free Choice on Goal Pursuit

This research considers choice freedom in the context of goal pursuit. We show that when a goal is highly active at the time of choice, free (vs. restricted) choice satisfies the goal, decreasing subsequent goal pursuit, whereas when a goal is inactive, free (vs. restricted) choice increases goal activation/ pursuit.



Citation:

Jordan Etkin and Juliano Laran (2012) ,"Let Freedom Ring? Divergent Effects of Free Choice on Goal Pursuit", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 90-94.

Authors

Jordan Etkin, University of Maryland, USA
Juliano Laran, University of Miami, USA



Volume

NA - Advances in Consumer Research Volume 40 | 2012



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