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.