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.


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.


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


NA - Advances in Consumer Research Volume 45 | 2017

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