Goal Specificity, Subjective Impact, and the Dynamics of Consumer Motivation

Specific and non-specific goals are both prevalent in consumers’ lives. Dieters can target a specific weight or aim to maximize weight loss. Families can budget weekly grocery expenditures or aim to minimize spending. Using a framework of goals-as-reference points, we explore dynamic motivational differences between specific and non-specific consumer goals.


Scott Wallace and Jordan Etkin (2015) ,"Goal Specificity, Subjective Impact, and the Dynamics of Consumer Motivation", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 730-731.


Scott Wallace, Duke University, USA
Jordan Etkin, Duke University, USA


NA - Advances in Consumer Research Volume 43 | 2015

Share Proceeding

Featured papers

See More


R13. Brand Humanization: Applying Two Dimensions of Humanness to Brand

Mycah L Harrold, Washington State University, USA
Andrew Perkins, Washington State University, USA

Read More


Product Ethicality Dilemma: Consumer Reactions to 'Disgusting' Recycled Products

Berna Basar, Baruch College, USA
Sankar Sen, Baruch College, USA

Read More


Explaining the Attraction Effect: An Ambiguity-Attention-Applicability Framework

Sharlene He, Concordia University, Canada
Brian Sternthal, Northwestern University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.