Maintenance Versus Attainment Goals: Influence of Self-Regulation Goal Type on Goal Pursuit Behaviors

Previous research in goal literature has ignored maintenance (versus attainment) goals in which the current state coincides with, or exceeds the desired state. In three studies, we establish the two goal types differ in characteristics, processes, and goal pursuit behaviors. Maintenance goals make consumers consider fewer goal pursuit strategies, prefer less effortful strategies, and prefer shorter/smaller but more dispersed (versus longer/larger but more concentrated) implementation of strategies.



Citation:

Napatsorn Jiraporn and Kalpesh Kaushik Desai (2011) ,"Maintenance Versus Attainment Goals: Influence of Self-Regulation Goal Type on Goal Pursuit Behaviors", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.

Authors

Napatsorn Jiraporn, SUNY Binghamton
Kalpesh Kaushik Desai, State University of New York at Binghamton, USA



Volume

NA - Advances in Consumer Research Volume 38 | 2011



Share Proceeding

Featured papers

See More

Featured

A Rational Model to Predict Consumers’ Irrational Behavior

Vahid Rahmani, Rowan University

Read More

Featured

H10. No Pain, No Out-of-Box Thinking: An Examination of the Effects of Self-Threat on Creativity

Huan You, University of Manitoba, Canada
Fang Wan, University of Manitoba, Canada
Luke Zhu, University of Manitoba, Canada
Haiyang Yang, Johns Hopkins University

Read More

Featured

Restrained by Resources: The Joint Effect of Scarcity Cues and Childhood Socioeconomic Status (SES) on Consumer Preference for Feasibility

Lili Wang, Zhejiang University
Yanfen You, New Mexico State University, USA
Chun-Ming Yang, Ming Chuan University, Taiwan

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.