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.



Citation:

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.

Authors

Szu-chi Huang, Stanford University, USA
Jennifer Aaker, Stanford University, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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