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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Ike Silver, University of Pennsylvania, USA
Jackie Silverman, University of Pennsylvania, USA
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Sara Campo, Autonomous University of Madrid
Jano Jiménez, Autonomous University of Madrid
Natalia Rubio, Universidad Autónoma of Madrid
Nieves Villaseñor, Universidad Autónoma of Madrid
Mªjesus Yague, Universidad Autónoma of Madrid
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Maria Ng, University of Houston, USA
Dejun Tony Kong, University of Houston, USA
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