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
R8. Brand Perceptions and Consumer Support in the Face of a Transgression: Warmth Over Competence
Summer Hyoyeon Kim, University of Kansas, USA
Jessica Li, University of Kansas, USA
Jenny Olson, Indiana University, USA
SHAILENDRA PRATAP JAIN, University of Washington, USA
Featured
R12. Brand Primes Can Satiate (Important) Consumer Goals
Darlene Walsh, Concordia University, Canada
Chunxiang Huang, Concordia University, Canada
Featured
The Effects of Subjective Knowledge and Naïve Theory on Consumers’ Inference of Missing Information
Lien-Ti Bei, National Chengchi Uniersity, Taiwan
Li Keng Cheng, National Chengchi Uniersity, Taiwan