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
Consumer Response to Innovations: The Differential Effects of Focused and Defocused Attention on Perceived Novelty, Usefulness and Symbolism
Katarina Hellén, Univeristy of Vaasa
Maria Sääksjärvi, Delft University of Technology, The Netherlands
When Sharing Isn’t Caring: The Influence of Seeking the Best on Sharing Favorable Word of Mouth about Unsatisfactory Purchases
Nicholas J. Olson, Texas A&M University, USA
Rohini Ahluwalia, University of Minnesota, USA
Easy To Be Selfish: Comparing the Influence of a Social Norm and an Individual Example
Zheshuai Yang, National University of Singapore, Singapore
Yan Zhang, National University of Singapore, Singapore