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



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