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



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