Continue Or Give Up? How Publicity and Self-Monitoring Influence Goal Persistence

We examine whether the public or private nature of consumer goals affects goal persistence. Across three experiments, we demonstrate that high self-monitors are more likely to persist following a public failure than a private failure. However, the public versus private nature of the goal does not affect low self-monitors’ persistence.



Citation:

Jinfeng (Jenny) Jiao, Cathy Cole, and Yael Zemack-Rugar (2015) ,"Continue Or Give Up? How Publicity and Self-Monitoring Influence Goal Persistence", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 163-164.

Authors

Jinfeng (Jenny) Jiao, University of Iowa, USA
Cathy Cole, University of Iowa, USA
Yael Zemack-Rugar, University of Central Florida, USA



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015



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