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 Role of Expectations About Changes in Wealth in Discounting Decisions
Abigail Sussman, University of Chicago, USA
Oleg Urminsky, University of Chicago, USA
Shweta Desiraju, University of Chicago, USA
Featured
The Embodiment of Repair: Consumer Experiences of Material Singularity and Practice Disruption
Matthew Godfrey, University of Arizona, USA
Linda L Price, University of Oregon, USA
Robert F. Lusch, University of Arizona, USA
Featured
R11. The Influence of Brand Rituals on Perceived Brand Authenticity
Lijing Zheng, University of Hong Kong
Echo Wen Wan, University of Hong Kong
Zhongqiang (Tak) Huang, University of Hong Kong