Framing Goals to Increase Or Decrease Personal Savings: the Effect of Specific Goals and Construal Level

We show that anticipated success, commitment to saving, and the actual amount saved, can be increased or decreased simply by changing the way consumers think about saving goals. Consumers can (a) specify or not specify an exact amount to save (goal specificity), and (b) focus on either how to save, or why to save (construal level). Specific (vs. non-specific) goals help consumers save more under high-level construal but this effect reverses under low-level construal. Mediation analyses reveal that specific (vs. non-specific) goals are perceived to be more important under high-level construal, and more difficult under low-level construal.



Citation:

Amar Cheema and Gülden Ülkümen (2010) ,"Framing Goals to Increase Or Decrease Personal Savings: the Effect of Specific Goals and Construal Level", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 7-9 .

Authors

Amar Cheema, Washington University / University of Virginia, USA
Gülden Ülkümen, University of Southern California, USA



Volume

NA - Advances in Consumer Research Volume 37 | 2010



Share Proceeding

Featured papers

See More

Featured

The Ritualistic Dimension of Microlending

Domen Bajde, University of Southern Denmark, Denmark
Pilar Silveira Rojas Gaviria, Pontificia Universidad Católica de Chile

Read More

Featured

D9. Consumption Closure as a Driver of Positive Word of Mouth

Christina Saenger, Youngstown State University
Veronica Thomas, Towson University

Read More

Featured

I7. Male Spokespeople: Antecedents and Consequences of Social Comparison

Hsuan-Yi Chou, National Sun Yat-sen University
Xing-Yu (Marcos) Chu, Nanjing University
Chieh-Wen Cheng, National Sun Yat-sen University

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.