The Inimical Lure of Intense Means
Why do consumers often fail to achieve their long-term goals? We suggest one reason is that they choose the wrong means. Ten experiments demonstrate that people prefer means that enable a fast rate of progress, but using such intense means over longer goal durations reduces the likelihood of success.
Jordan Etkin and Szu-chi Huang (2018) ,"The Inimical Lure of Intense Means", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 188-193.
Jordan Etkin, Duke University, USA
Szu-chi Huang, Stanford University, USA
NA - Advances in Consumer Research Volume 46 | 2018
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