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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Crystal Reeck, Temple University, USA
Lee Byung, Columbia University, USA
Eric J Johnson, Columbia University, USA
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Jennifer Logg, Harvard Business School, USA
Julia Minson, Harvard Business School, USA
Don Moore, University of California Berkeley, USA
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Sara Penner, University of Manitoba, Canada
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