A Theory of Goal Maintenance: a Distinct and Vivid Pre-Goal Self Predicts Post-Goal Maintenance Behavior
We develop and test a theory of goal maintenance which posits that individuals who achieve a life-changing goal are more likely to maintain their goal progress if they psychologically distance themselves from their pre-goal self and routinely engage in activities that activate memories of their past, less flattering self.
Citation:
Elicia John, Hal Hershfield, and Suzanne Shu (2018) ,"A Theory of Goal Maintenance: a Distinct and Vivid Pre-Goal Self Predicts Post-Goal Maintenance Behavior", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 160-164.
Authors
Elicia John, University of California Los Angeles, USA
Hal Hershfield, University of California Los Angeles, USA
Suzanne Shu, University of California Los Angeles, USA
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
The Secrecy Effect: Secret Consumption Polarizes Product Evaluations
Maria A Rodas, University of Minnesota, USA
Deborah Roedder John, University of Minnesota, USA
Featured
P1. Constructed Preferences in Time-Money Tradeoffs: Evidence for Greater Violation of Procedural Invariance for Time as Opposed to Money Elicitations
Nazli Gurdamar Okutur, London Business School, UK
Jonathan Zev Berman, London Business School, UK
Featured
To Trace is to Trust: From Product Traceability to Brand Trust
Jing Wan, University of Groningen, The Netherlands
Pankaj Aggarwal, University of Toronto, Canada
Min Zhao, Boston College, USA