Finding “I” in Activism: Seeking Agency After Personal Goal Failures

Across six studies, we show that perceived failures to progress on personal goals increase activism. Consumers typically attribute these personal goal failures to external factors as having undermined their agency. Activism, by offering affiliation with like-minded others, is seen as helping to reestablish personal agency among such consumers.



Citation:

Sarena Su and Aparna A Labroo (2020) ,"Finding “I” in Activism: Seeking Agency After Personal Goal Failures", 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: 1043-1047.

Authors

Sarena Su, Northwestern University, USA
Aparna A Labroo, Northwestern University, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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