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Letting Good Opportunities Pass Us By: Examining the Role of Mind-Set during Goal Pursuit

Author

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  • Julia Belyavsky Bayuk
  • Chris Janiszewski
  • Robyn A. Leboeuf

Abstract

It is generally accepted that forming an implementation intention promotes goal pursuit and achievement. Forming an implementation intention encourages people to develop a plan, to prepare for events that allow for the execution of the plan, and to efficiently respond to these opportunities. Yet, forming an implementation intention may not be universally beneficial. An implementation intention may encourage the use of means that are part of the plan but may discourage the use of efficacious means that are not part of the plan. Four experiments show that forming an implementation intention decreases the likelihood of responding to goal-directed, out-of-plan behaviors when a person is in a concrete mind-set. Limitations, implications, and directions for future research are discussed. (c) 2010 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Julia Belyavsky Bayuk & Chris Janiszewski & Robyn A. Leboeuf, 2010. "Letting Good Opportunities Pass Us By: Examining the Role of Mind-Set during Goal Pursuit," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(4), pages 570-583, December.
    • Handle: RePEc:oup:jconrs:v:37:y:2010:i:4:p:570-583
    DOI: 10.1086/654892
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    Cited by:

    1. Junzhou Zhang & Yuping Liu-Thompkins, 2024. "Personalized email marketing in loyalty programs: The role of multidimensional construal levels," Journal of the Academy of Marketing Science, Springer, vol. 52(1), pages 196-216, January.
    2. Pan, Li (Sunny) & Pezzuti, Todd & Lu, Wei & Pechmann, Cornelia (Connie), 2019. "Hyperopia and frugality: Different motivational drivers and yet similar effects on consumer spending," Journal of Business Research, Elsevier, vol. 95(C), pages 347-356.

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