Low-Balling on Goals to Regulate Future Affect: a Functional Strategy?

This paper questions the lay theory that future affect can be managed by lowering one’s expected performance standard. This strategy can work only if performance is compared to the initially set standard. We argue that performance potential is instead spontaneously evoked at the time of performance feedback and used as the benchmark instead of one’s initial goals. Even when goals are met, this comparison results in lower levels of satisfaction and greater disappointment when goals are set low (vs. high). Such negative impact of “low-balling” on goals persists even when performance outcome is held constant and counterfactual thoughts are prevented.



Citation:

Cecile K. Cho and Gita V. Johar (2008) ,"Low-Balling on Goals to Regulate Future Affect: a Functional Strategy?", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 89-92.

Authors

Cecile K. Cho, Columbia University, USA
Gita V. Johar, Columbia University, USA



Volume

NA - Advances in Consumer Research Volume 35 | 2008



Share Proceeding

Featured papers

See More

Featured

Individual-level Carryover-Parameters in Reference-Price Models

Ossama Elshiewy, University of Goettingen, Germany
Daniel Guhl, Humboldt-University Berlin

Read More

Featured

Effects of Brand Knowledge, Motivations, and Trust on Consumption Experience among Millennial Consumers

Ananya Rajagopal, Tecnológico de Monterrey, MEXICO

Read More

Featured

When Small Predicts Large: The Effect of Initial Small Contributions on Subsequent Contributions in a Crowdfunding Project

Tingting Fan, Chinese University of Hong Kong, China
Leilei Gao, Chinese University of Hong Kong, China
Yael Steinhart, Tel Aviv University, Israel

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.