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

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  • Ayelet Fishbach
  • Ravi Dhar

Abstract

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 to pursue inconsistent goals. Furthermore, merely planning to make goal progress in the future may facilitate incongruent choice of immediate action. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Ayelet Fishbach & Ravi Dhar, 2005. "Goals as Excuses or Guides: The Liberating Effect of Perceived Goal Progress on Choice," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(3), pages 370-377, December.
    • Handle: RePEc:oup:jconrs:v:32:y:2005:i:3:p:370-377
    DOI: 10.1086/497548
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