Inshare 12-J: When Failure Isn’T the End: How Temporal Framing of Goal Failures Can Affect Goal Reengagement

The way in which consumers fail goals can impact goal reengagement. We demonstrate that, holding magnitude constant, integration of failures into fewer (versus separation into several) incidents leads to better attitude toward and likelihood of goal reengagement. This effect reverses when failure separation scenarios are evaluated alongside failure integration scenarios.


Matthew Farmer and Jennifer Savary (2017) ," Inshare 12-J: When Failure Isn’T the End: How Temporal Framing of Goal Failures Can Affect Goal Reengagement", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1026-1026.


Matthew Farmer, University of Arizona, USA
Jennifer Savary, University of Arizona, USA


NA - Advances in Consumer Research Volume 45 | 2017

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