Multiple Goals As Reference Points

How do people feel about successes or failures relative to multiple goals? We investigate whether theories of goals as reference points generalize to multiple goals. Four studies support loss aversion and diminishing sensitivity, but we find violations of additivity: peoples’ feelings are not the sum of each outcome.



Citation:

Evan Weingarten, Sudeep Bhatia, and Barbara Mellers (2017) ,"Multiple Goals As Reference Points", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 346-349.

Authors

Evan Weingarten, University of Pennsylvania, USA
Sudeep Bhatia, University of Pennsylvania, USA
Barbara Mellers, University of Pennsylvania, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



Share Proceeding

Featured papers

See More

Featured

O5. The Effect of Synchrony on Non-Human Objects Involved in the Synchronous Performance

Xiaoyin YE, Xiamen University
Jun YE, Xiamen University

Read More

Featured

Predicting Consumer Brand Recall and Choice Using Large-Scale Text Corpora

Zhihao Zhang, University of California Berkeley, USA
Aniruddha Nrusimha, University of California Berkeley, USA
Ming Hsu, University of California Berkeley, USA

Read More

Featured

Placing Identity into the Self-Concept: The Role of Causal Beliefs in Identity-Based Consumption

Stephanie Chen, London Business School, UK
Oleg Urminsky, University of Chicago, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.