Want to Stick to Your Goals? Think About “Dissimilar” Alternatives That You’Ve Forgone!
We find how the similarity of forgone alternatives impacts perceived goal achievement and subsequent decisions. Across different goal-conflict situations (saving vs. spending, donating vs. spending, healthy vs. tasty food), we find considering dissimilar (vs. similar) forgone goal-inconsistent alternatives can increase perceived goal progress and subsequent motivation.
Citation:
Hye-young Kim and Oleg Urminsky (2018) ,"Want to Stick to Your Goals? Think About “Dissimilar” Alternatives That You’Ve Forgone!", 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
Hye-young Kim, University of Chicago, USA
Oleg Urminsky, University of Chicago, USA
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
Search Predicts and Changes Patience in Intertemporal Choice
Crystal Reeck, Temple University, USA
Lee Byung, Columbia University, USA
Eric J Johnson, Columbia University, USA
Featured
Robo-Advising: Algorithm Appreciation
Jennifer Logg, Harvard Business School, USA
Julia Minson, Harvard Business School, USA
Don Moore, University of California Berkeley, USA
Featured
Can Implicit Theory Influence Construal Level?
Olya Bullard, University of Winnipeg
Sara Penner, University of Manitoba, Canada
Kelley Main, University of Manitoba, Canada