The Benefits of Behaving Badly: Successful Regulation By Planned Deviation

This research tests the idea that plans that require extended inhibition of desires, may benefit from including planned goal deviations. Two experiments demonstrate that including planned goal-deviation moments during goal striving enhances self-regulatory resources, boosts consumers’ motivation and affect experienced, which all contribute to long-term goal attainment.


Rita Coelho do Vale and Marcel Zeelenberg (2014) ,"The Benefits of Behaving Badly: Successful Regulation By Planned Deviation", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 437-438.


Rita Coelho do Vale, Católica Lisbon School of Business and Economics, Catholic University of Portugal, Portugal
Marcel Zeelenberg, TIBER (Tilburg Institute for Behavioral Economics Research) and Tilburg University, the Netherlands


NA - Advances in Consumer Research Volume 42 | 2014

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