Perceiving Opportunities to Divide: How Expanded Vs. Contracted Units Influence Goal Pursuit Organization

How individuals decide to pursue their goals (i.e. goal structure) has important implications for goal completion. For quantitative goals, we show that the choice for a particular goal structure is determined by the scale in which a goal is specified because scale influences the perceived opportunity to divide.


Christophe Lembregts and Jorge Pena-Marin (2018) ,"Perceiving Opportunities to Divide: How Expanded Vs. Contracted Units Influence Goal Pursuit Organization", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 160-161.


Christophe Lembregts, Rotterdam School of Management, Erasmus University, The Netherlands
Jorge Pena-Marin, University of Cincinnati, USA


E - European Advances in Consumer Research Volume 11 | 2018

Share Proceeding

Featured papers

See More


Felt Ambivalence: Exploring the Storage Structure and Role of Situational Relevance on the Accessibility of Dominant and Conflicting Reactions

Amit Surendra Singh, Ohio State University, USA
H. Rao Unnava, University of California, Davis

Read More


A Journey with no Return into the Animal Kingdom: The Role of Tattooing in the Construction of the Collective Identity of the Vegan and Vegetarian Movement

Renata Andreoni Barboza, IBMEC-Instituto Brasileiro de Mercado de Capitais
Tania Modesto Veludo-de-Oliveira, Escola de Administração de Empresas de São Paulo da Fundação Getulio Vargas (FGV EAESP)

Read More


Is Warm Always Trusting? The Effect of Seasonality on Trustworthiness

Gretchen Wilroy, Pennsylvania State University, USA
Margaret Meloy, Pennsylvania State University, USA
Simon Blanchard, Georgetown University, USA

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.