Goals as Excuses or Guides: The Liberating Effect of Perceived Goal Progress on Choice

@article{Fishbach2005GoalsAE,
  title={Goals as Excuses or Guides: The Liberating Effect of Perceived Goal Progress on Choice},
  author={A. Fishbach and R. Dhar},
  journal={Journal of Consumer Research},
  year={2005},
  volume={32},
  pages={370-377}
}
Consumer choices are often driven by multiple goals (e.g., career and family), each of which if viewed in isolation may appear to suggest conflicting choices. This article examines the effect of initial goal pursuit on consumers’ interest in pursuing unrelated or even conflicting goals. Four studies were conducted to test whether perceived goal progress hinders the pursuit of the focal goal. These studies demonstrate that in the course of self-regulation progress along one goal liberates people… Expand
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