The Subjective Experience of Goal Failure: How Choosing the Lesser Evil Eradicates the Negative Consequences of Goal Failure

Goal failure generally engenders further goal failure. Findings from five studies reveal that choosing the lesser evil attenuates perceptions of goal digression and as such prevents goal disengagement that generally occurs after a goal transgression. This effect is only prevalent when the lesser evil is considered alongside a greater vice.



Citation:

Kamila Sobol (2018) ,"The Subjective Experience of Goal Failure: How Choosing the Lesser Evil Eradicates the Negative Consequences of Goal Failure", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 796-797.

Authors

Kamila Sobol, Concordia University, Canada



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

The Impact of Anthropomorphized Cute Brands on Consumer Preferences for Distinctive and Majority-Endorsed Products

Marina Puzakova, Lehigh University
Nevena T Koukova, Lehigh University

Read More

Featured

When Stigma Does Good: Accentuating Certain Aspects of Stigma Enhances Effectiveness of Mental Health Messages

Chethana Achar, University of Washington, USA
Nidhi Agrawal, University of Washington, USA

Read More

Featured

When Does Slow Mean Luxurious?: The Effect of Product Motion Speed in Brand Communications on Status Perceptions

SungJin Jung, INSEAD, Singapore
David Dubois, INSEAD, France

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.