Setbacks As Self-Control Replenishment in Consumer Goal Pursuit

This research investigates the effect of setbacks in goal pursuit. Extending the literature on self-control as a resource, we propose that occasional setbacks can be seen as a chance for replenishment, resulting in longer term goal-consistent behaviors. The frequency and duration of the setback will be studied as potential moderators.


Lan Jiang, Stephanie Dellande, and Miranda Canniff (2020) ,"Setbacks As Self-Control Replenishment in Consumer Goal Pursuit", 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: 1239-1239.


Lan Jiang, Menlo College
Stephanie Dellande, Menlo College, USA
Miranda Canniff, Menlo College


NA - Advances in Consumer Research Volume 48 | 2020

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