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
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