Two Wrongs Can Make a Right: the Influence of Salient Self-Attribution on Self-Image and Subsequent Goal Pursuit

Three studies show that individuals have a more positive self-image when encountering a goal related cue subsequently to having engaged in goal inconsistent behavior. We show that this effect can be explained by implicit self-esteem compensation, resulting in better performance on subsequent goal pursuits.



Citation:

Nina Gros, Kelly Geyskens, Caroline Goukens, and Ko de Ruyter (2012) ,"Two Wrongs Can Make a Right: the Influence of Salient Self-Attribution on Self-Image and Subsequent 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: 1021-1022.

Authors

Nina Gros, Maastricht University, The Netherlands
Kelly Geyskens, Maastricht University, The Netherlands
Caroline Goukens, Maastricht University, The Netherlands
Ko de Ruyter, Maastricht University, The Netherlands



Volume

NA - Advances in Consumer Research Volume 40 | 2012



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