This Is Important (But Don’T Tell Me That): the Backfire Effect of Emphasizing Goal Importance

Conventional wisdom and prior research suggest that when goals are more important, people will strive harder to reach them and increase self-control efforts. We examine possible backfire effects of emphasizing goal importance and find that people with lower self-control respond negatively to highly important goals.



Citation:

Scott Davis and Kelly Haws (2013) ,"This Is Important (But Don’T Tell Me That): the Backfire Effect of Emphasizing Goal Importance", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .

Authors

Scott Davis, Texas A&M University, USA
Kelly Haws, Vanderbilt University, USA



Volume

NA - Advances in Consumer Research Volume 41 | 2013



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