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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

The “Break-in” Effect: A Token Gesture Can Increase Task Initiation and Prevent Goal Abandonment

Adelle Xue Yang, National University of Singapore, Singapore
Babu Gounder, University of Miami, USA
Rajesh Bagchi, Virginia Tech, USA

Read More

Featured

F10. Food Waste: On the Normalization of Structural Violence

Andreas Plank, Privatuniversität Schloss Seeburg

Read More

Featured

E1. Effects of Recipients’ Emotional Expressions on Donors’ Preference for Helping with Development versus Survival

Xue Wang, University of Hong Kong
He (Michael) Jia, University of Hong Kong
Sara Kim, University of Hong Kong

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.