How Goal Distance Influences Regulatory Focus in Goal Pursuit

This research demonstrates that large (vs. small) goal distance leads to a promotion (vs. prevention) focused representation of a goal. The underline mechanism is the change in reference points which produces a switch from a “gain frame” to a “loss frame” of mind as progress toward the goal is made.


Olya Bullard and Rajesh V. Manchanda (2015) ,"How Goal Distance Influences Regulatory Focus in Goal Pursuit", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 472-473.


Olya Bullard, University of Winnipeg, Canada
Rajesh V. Manchanda, University of Manitoba, Canada


NA - Advances in Consumer Research Volume 43 | 2015

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