Mixed Emotions Inspire Missions (Im)Possible – the Role of Emotions in Setting and Achieving High Aspirations

A longitudinal study of New Year’s Resolutions examines the effect of emotional states on goal setting and goal attainment. Participants (N=1,004) assigned to experience mixed emotions when setting goals increased their aspiration levels more than those assigned to experience positive emotions. Higher aspirations, in turn, predicted resulting change.


Jana-Verena Gerhart, Oliver Emrich, Michael Norton, Jordi Quoidbach, and Ann-Kathrin Haderdauer (2020) ,"Mixed Emotions Inspire Missions (Im)Possible – the Role of Emotions in Setting and Achieving High Aspirations", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1194-1194.


Jana-Verena Gerhart, Johannes Gutenberg University Mainz
Oliver Emrich, Johannes Gutenberg-University of Mainz, Germany
Michael Norton, Harvard Business School, USA
Jordi Quoidbach, ESADE Business School, Spain
Ann-Kathrin Haderdauer, Johannes Gutenberg University (graduate)


NA - Advances in Consumer Research Volume 48 | 2020

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