The Devil You Know: the Problem of Equilibrium Goals

This paper describes equilibrium goals, wherein consumers seek to preserve the status quo despite low utility. We find that consumers often hold such goals, despite high self-control demands and negative emotional outcomes. An exploration of the mechanisms prompting equilibrium goal adoption facilitates interventions that prompt disengagement from such unhelpful pursuits.


Siyuan Claire Yin and Cait Lamberton (2020) ,"The Devil You Know: the Problem of Equilibrium Goals", 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: 803-804.


Siyuan Claire Yin, University of Pennsylvania, USA
Cait Lamberton, University of Pennsylvania, USA


NA - Advances in Consumer Research Volume 48 | 2020

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