Looking Back on a Journey to Derive Growth: Using Conceptual Metaphor to Shape Perceptions of an Attained Goal
Six studies involving over 1,600 people across cultures and samples (executives in Africa, dieters in a food diary program, exercisers in a walking program, and college students) demonstrated that perceiving an achieved goal as a journey one has completed (vs. destination or no metaphor) led to greater continuous goal-aligned behaviors.
Szu-chi Huang and Jennifer Aaker (2019) ,"Looking Back on a Journey to Derive Growth: Using Conceptual Metaphor to Shape Perceptions of an Attained Goal", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 270-274.
Szu-chi Huang, Stanford University, USA
Jennifer Aaker, Stanford University, USA
NA - Advances in Consumer Research Volume 47 | 2019
Immigration, Abortion, and Gay Marriage – Oh My!
TJ Weber, Cal Poly San Luis Obispo
Chris Hydock, Georgetown University, USA
Jeff Joireman, Washington State University, USA
David Sprott, Washington State University, USA
“But, will you think it's important to use mouthwash?” How Visual Communication of a Set Impacts Perceived Set Completeness and Item Importance
Miaolei (Liam) Jia, University of Warwick, United Kingdom
Xiuping Li, National University of Singapore, Singapore
aradhna krishna, University of Michigan, USA
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Liang Shen, Shanghai Jiao Tong University
Fengyan Cai, Shanghai Jiao Tong University
Ying Yu, Huazhong Agricultural University