Does One Step Forward Seem Larger Than One Step Back? Initial Evidence of a Positive Progress Bias in Goal Monitoring
Little is known about the extent to which consumers are accurate in monitoring their goal progress. We document a positive progress bias in goal monitoring, such that consumers perceive that goal-consistent behaviors, like saving $30, help goal progress more than objectively equivalent goal-inconsistent behaviors, like spending $30, hurt it.
Caleb Warren and Margaret C. Campbell (2013) ,"Does One Step Forward Seem Larger Than One Step Back? Initial Evidence of a Positive Progress Bias in Goal Monitoring ", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 249-250.
Caleb Warren, Bocconi University, Italy
Margaret C. Campbell, University of Colorado, USA
E - European Advances in Consumer Research Volume 10 | 2013
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