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.
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.
Hye-young Kim, University of Chicago, USA
Oleg Urminsky, University of Chicago, USA
NA - Advances in Consumer Research Volume 46 | 2018
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Anupama Mukund Bharadwaj, University of Washington, USA
Lea Dunn, University of Washington, USA
Joey Hoegg, University of British Columbia, Canada
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Arash Talebi, ESSEC Business School
Sonja Prokopec, ESSEC Business School
Ayse Onculer, ESSEC Business School
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