Visual Depiction of Goal Structure and Financial Decisions

We demonstrate that visual depiction of the flow between overall financial goal and its sub-goals can facilitate goal pursuit when it creates a fit. Specifically, converging flow in the goal structure increases saving (an act of collecting), whereas diverging flow increases donation (an act of giving out).



Citation:

Min Zhao and Dilip Soman (2015) ,"Visual Depiction of Goal Structure and Financial Decisions", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 136-141.

Authors

Min Zhao, University of Toronto, Canada
Dilip Soman, University of Toronto, Canada



Volume

NA - Advances in Consumer Research Volume 43 | 2015



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