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Behavioral Consistency and Inconsistency in the Resolution of Goal Conflict

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  • Juliano Laran
  • Chris Janiszewski

Abstract

During the course of a day, consumers experience choices that involve goal conflict (e.g., eat tasty vs. healthy food, recreate vs. work, relax vs. act). In some cases, an initial behavior is followed by a similar behavior. In other cases, an initial behavior is followed by an opposing behavior. We posit that a passive guidance system can nonconsciously guide behavior when there is goal conflict and, hence, determine whether a sequence of behaviors will be consistent or inconsistent. The passive guidance system is sensitive to whether a current behavior sustains goal activation and encourages similar future behaviors or results in goal achievement and encourages dissimilar future behaviors. Eight experiments provide evidence for this passive guidance system. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Juliano Laran & Chris Janiszewski, 2009. "Behavioral Consistency and Inconsistency in the Resolution of Goal Conflict," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(6), pages 967-984, April.
    • Handle: RePEc:oup:jconrs:v:35:y:2009:i:6:p:967-984
    DOI: 10.1086/593293
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    Cited by:

    1. Mai, Robert & Symmank, Claudia & Seeberg-Elverfeldt, Berenike, 2016. "Light and Pale Colors in Food Packaging: When Does This Package Cue Signal Superior Healthiness or Inferior Tastiness?," Journal of Retailing, Elsevier, vol. 92(4), pages 426-444.
    2. Bublitz, Melissa G. & Peracchio, Laura A., 2015. "Applying industry practices to promote healthy foods: An exploration of positive marketing outcomes," Journal of Business Research, Elsevier, vol. 68(12), pages 2484-2493.
    3. van Ittersum, Koert & van der Heide, Martine T. & Holtrop, Niels & Bijmolt, Tammo H.A. & van Doorn, Jenny, 2024. "Healthy shopping dynamics: The healthiness of sequential grocery choices," Journal of Retailing, Elsevier, vol. 100(1), pages 24-40.
    4. Cammy Crolic & Chris Janiszewski, 2016. "Hedonic Escalation: When Food Just Tastes Better and Better," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 43(3), pages 388-406.
    5. Kim, Jungkeun & Spence, Mark T. & Marshall, Roger, 2018. "The Color of Choice: The Influence of Presenting Product Information in Color on the Compromise Effect," Journal of Retailing, Elsevier, vol. 94(2), pages 167-185.
    6. van Dam, Ynte K. & van Trijp, Hans CM, 2016. "Interventions To Encourage Sustainable Consumption," APSTRACT: Applied Studies in Agribusiness and Commerce, AGRIMBA, vol. 10(2-3), pages 1-8, October.
    7. Panzone, Luca A. & Ulph, Alistair & Zizzo, Daniel John & Hilton, Denis & Clear, Adrian, 2021. "The impact of environmental recall and carbon taxation on the carbon footprint of supermarket shopping," Journal of Environmental Economics and Management, Elsevier, vol. 109(C).
    8. Carlson, Kurt A. & Tanner, Robin J. & Meloy, Margaret G. & Russo, J. Edward, 2014. "Catching nonconscious goals in the act of decision making," Organizational Behavior and Human Decision Processes, Elsevier, vol. 123(1), pages 65-76.
    9. Chun-Tuan Chang & Xing-Yu (Marcos) Chu, 2020. "The give and take of cause-related marketing: purchasing cause-related products licenses consumer indulgence," Journal of the Academy of Marketing Science, Springer, vol. 48(2), pages 203-221, March.
    10. Long, James H. & Basoglu, K. Asli, 2016. "The impact of task interruption on tax accountants' professional judgment," Accounting, Organizations and Society, Elsevier, vol. 55(C), pages 96-113.
    11. Ricci, Michael A., 2022. "How better client service performance affects auditors' willingness to challenge management's preferred accounting," Accounting, Organizations and Society, Elsevier, vol. 103(C).
    12. Jason Howarth & Steven D'Alessandro & Lester Johnson & Lesley White, 2017. "MOOCs to university: a consumer goal and marketing perspective," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 27(1), pages 144-158, January.

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