Are My Dog’S Treats Making Me Fat? the Effects of Choices Made For Others on Subsequent Choices For the Self

Do making choices for others in a goal relevant domain affect our subsequent goal pursuit? We show that making personal goal-consistent (inconsistent) choices for close others—such as friends, children, and pets—liberates (reinforces) subsequent personal goal-relevant choices for the self. We identify competitiveness in relationships as a boundary condition.


Kelley Gullo, Peggy Liu, Lingrui Zhou, and Gavan J. Fitzsimons (2017) ,"Are My Dog’S Treats Making Me Fat? the Effects of Choices Made For Others on Subsequent Choices For the Self", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 146-151.


Kelley Gullo, Duke University, USA
Peggy Liu, University of Pittsburgh, USA
Lingrui Zhou, Duke University, USA
Gavan J. Fitzsimons, Duke University, USA


NA - Advances in Consumer Research Volume 45 | 2017

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