The Better Path Not Taken: Goal-Setting Undermines Opportunity Cost Consideration

We demonstrate that setting goals can decrease the likelihood of switching to dominant outside alternatives. People who set a goal are both less likely to attend to outside alternatives, and are more likely to devalue non-goal alternatives. Setting broader goals dampens this effect but does not fully attenuate it.


Elizabeth Friedman, Minju Han, Guy Voichek, and Ravi Dhar (2019) ,"The Better Path Not Taken: Goal-Setting Undermines Opportunity Cost Consideration", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 206-211.


Elizabeth Friedman, Columbia University, USA
Minju Han, Yale University, USA
Guy Voichek, Yale University, USA
Ravi Dhar, Yale University, USA


NA - Advances in Consumer Research Volume 47 | 2019

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