Do All-Or-Nothing Reference Points Support Regular Savings?

This study concerns the implications of Gollwitzer’s (1999) concept of implementation intentions for regular savings. A baseline and two follow-up studies required participants to form implementation intentions concerning when, how, how much, and from what source of income they would deposit savings during the next month. In particular, this study addresses whether an all-or-nothing reference point moderates the impact of implementation intentions on goal progress. It is suggested to measure goal progress through the interaction of implementation intentions with savers’ income, their savings goals and time horizons.


Caezilia Loibl (2008) ,"Do All-Or-Nothing Reference Points Support Regular Savings?", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 985-985.


Caezilia Loibl, The Ohio State University


NA - Advances in Consumer Research Volume 35 | 2008

Share Proceeding

Featured papers

See More


Cultural Values and Consumers’ Brand Preference

Jessie J. Wang, Miami University, Ohio
Ashok K Lalwani, Indiana University, USA
Devon DelVecchio, Miami University, Ohio

Read More


The Influence of Conflicting and Complementary Benefit Goals on the Execution of Accuracy and Effort Process Goals

Felipe Marinelli Affonso, University of Florida, USA
Chris Janiszewski, University of Florida, USA

Read More


Deprivation of Control and the Phonetic Appeal of Brand Names

Jamel Khenfer, Zayed University
Caroline Cuny, Grenoble Ecole de Management

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.