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.



Citation:

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.

Authors

Pooja Somasundaram, Indiana University, USA
Jenny Olson, Indiana University, USA
Elanor Williams, Washington University, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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