16D the More the Merrier? Consumers Expect Greater Success When Pursuing Goals With Others Versus Alone
Consumers typically pursue their goals alone, but are often advised to pursue them with others. But does group goal pursuit result in anticipated (and real) “success”? We show that consumers pursuing goals in a group initially feel more positive and optimistic about their goals, but that positivity fades over time.
Pooja Somasundaram, Jenny Olson, and Elanor Williams (2019) ,"16D the More the Merrier? Consumers Expect Greater Success When Pursuing Goals With Others Versus Alone", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 992-992.
Pooja Somasundaram, Indiana University, USA
Jenny Olson, Indiana University, USA
Elanor Williams, Washington University, USA
NA - Advances in Consumer Research Volume 47 | 2019
Product Retention (vs. Acquisition) Choices and Preference for Person-Related Features
Liad Weiss, University of Wisconsin - Madison, USA
Easy To Be Selfish: Comparing the Influence of a Social Norm and an Individual Example
Zheshuai Yang, National University of Singapore, Singapore
Yan Zhang, National University of Singapore, Singapore
M2. Of Expectations and Experiences: The Moderating Effect of Valanced Expectations on Enjoyment of a Positive versus Negative Experience
Brian Gillespie, University of New Mexico
Molly McGehee, University of New Mexico