Lay Theories in Consumer Goal Setting and Striving: the Case of Weight Loss

Although independently consumer goals and lay theories have been examined by prior research, no attempt has been made to investigate whether implicit theories of personality influence the goals consumers set and how they strive to attain those goals. In the context of Weight Watchers, we address this theoretical oversight.


Mariam Beruchashvili, Risto Moisio, and James Gentry (2012) ,"Lay Theories in Consumer Goal Setting and Striving: the Case of Weight Loss", 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: 1105-1105.


Mariam Beruchashvili, California State University Northridge, USA
Risto Moisio, California State University Long Beach, USA
James Gentry, Unversity of Nebraska-Lincoln, USA


NA - Advances in Consumer Research Volume 40 | 2012

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