Attainment Goals and Maintenance Goals: the Appeal of Approach Versus Avoidance Framed Strategies

Despite important findings on self-regulation and appropriate strategies during goal pursuit, most past research focuses on goal attainment. We explore differences between attainment and maintenance goals and how they influence inclinations towards approach and avoidance framed strategies. We find that during maintenance (attainment), approach (avoidance) framed strategies are more appealing.


Gizem Atav and Kalpesh K. Desai (2015) ,"Attainment Goals and Maintenance Goals: the Appeal of Approach Versus Avoidance Framed Strategies", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 775-775.


Gizem Atav, Binghamton University, United States
Kalpesh K. Desai, University of Missouri-Kansas City, United States


NA - Advances in Consumer Research Volume 43 | 2015

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