Social Influences in Consumer Goal Pursuit

In the current research, we examine joint vs. individual goal pursuit. We find that pursuing with a partner increases self-efficacy and goal achievement. However, we find that working with a partner, especially of the opposite sex, negatively influences goal-related product choices and increases willingness to pay.



Citation:

Lauren Trabold and Stephen Gould (2015) ,"Social Influences in Consumer Goal Pursuit", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 810-810.

Authors

Lauren Trabold, Manhattan College
Stephen Gould, Baruch College, USA



Volume

NA - Advances in Consumer Research Volume 43 | 2015



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