Attainment Goals and Maintenance Goals: the Appeal of Approach Versus Avoidance Framed Strategies
We explore differences between attainment and maintenance goals and how they influence inclinations towards approach and avoidance framed strategies in the savings domain. We find that maintainers experience more pride than attainers and that during maintenance (attainment), approach (avoidance) framed strategies are more appealing.
Citation:
Gizem Atav and Kalpesh K. Desai (2016) ,"Attainment Goals and Maintenance Goals: the Appeal of Approach Versus Avoidance Framed Strategies", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 386-386.
Authors
Gizem Atav, James Madison University, USA
Kalpesh K. Desai, University of Missouri-Kansas City, USA
Volume
NA - Advances in Consumer Research Volume 44 | 2016
Share Proceeding
Featured papers
See MoreFeatured
Increasing Tax Salience Alters Investment Behavior
Abigail Sussman, University of Chicago, USA
Daniel Egan, Betterment
Sam Swift, Bowery Farming
Featured
G9. The Voice From Afar: How Reverberation Affects Consumer Cognition
Johann Melzner, New York University, USA
Jochim Hansen, University of Salzburg
Featured
L10. How Physical Distance and Power Distance Belief Affect Salesperson Evaluations and Purchase Intentions
Chia-Wei Joy Lin, University of Tennessee at Chattanooga
Saerom Lee, University of Texas at San Antonio, USA
Bingxuan Guo, University of Texas at San Antonio, USA