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
Testing Theories of Goal Progress within Online Learning
Tong Lu, University of Pennsylvania, USA
Eric Bradlow, University of Pennsylvania, USA
Wesley Hutchinson, University of Pennsylvania, USA
Believing in and Reacting to Rumors: The Role of Congruity and Nature of Existing Predisposition
Satadruta Mookherjee, SUNY Binghamton, USA
Subimal Chatterjee, SUNY Binghamton, USA
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Xinlong Li, University of Toronto, Canada
Avni Shah, University of Toronto, Canada