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.


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.


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


NA - Advances in Consumer Research Volume 38 | 2011

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