Goal Commitment and Consistency in Avoiding Temptations
This study proposes that under approach and avoidance motivation, commitment to pursue a goal and avoid temptations are relatively the same at different stages of goal attainment. However, when participants experience goal regress, those primed with avoidance/approach motivation are significantly more likely to pursue the goal/temptations.
Citation:
Svetlana Davis (2014) ,"Goal Commitment and Consistency in Avoiding Temptations", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 781-781.
Authors
Svetlana Davis, Queens University, Canada
Volume
NA - Advances in Consumer Research Volume 42 | 2014
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