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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 47 | 2019



Share Proceeding

Featured papers

See More

Featured

When Does Slow Mean Luxurious?: The Effect of Product Motion Speed in Brand Communications on Status Perceptions

SungJin Jung, INSEAD, Singapore
David Dubois, INSEAD, France

Read More

Featured

Both Good from Afar…and Far from Good? Mental Representation Changes Consumer Preference for Products from a Brand with a Reputation for Innovativeness

Jeff Larson, Brigham Young University, USA
Kelly Goldsmith, Vanderbilt University, USA
BJ Allen, University of Arkansas, USA

Read More

Featured

A Beautiful MIN(D): The Multiple-Identity Network as a Framework for Integrating Identity-Based Consumer Behavior

Julian K Saint Clair, Loyola Marymount University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.