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Nonconscious Nudges: Encouraging Sustained Goal Pursuit

Author

Listed:
  • Juliano Laran
  • Chris Janiszewski
  • Anthony Salerno
  • Gita V Johar
  • Margaret C Campbell
  • Cait Lamberton

Abstract

A person can use a variety of strategies to sustain the pursuit of a conscious goal (e.g., deliberate on the goal, monitor goal progress, increase goal commitment). However, less is known about how to sustain the pursuit of a nonconscious goal, a reality that is reflected in the common finding that nonconscious goal pursuit typically persists for only one choice episode. This research investigates two factors that help sustain the pursuit of a nonconscious goal: increasing the level of goal activation prior to goal pursuit and limiting the extent of goal deactivation after a goal-consistent behavior. When one of these two factors is present, nonconscious goal pursuit is sustained, as evidenced by a longer sequence of goal-consistent choices. Five studies compare and contrast strategies for sustaining conscious and nonconscious goal pursuit and provide insight into how the goal system manages the pursuit of a nonconscious goal. In addition, the findings inform when a consumer is more or less likely to pursue opposing goals across sequential choices (e.g., being virtuous after being indulgent).

Suggested Citation

  • Juliano Laran & Chris Janiszewski & Anthony Salerno & Gita V Johar & Margaret C Campbell & Cait Lamberton, 2019. "Nonconscious Nudges: Encouraging Sustained Goal Pursuit," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 46(2), pages 307-329.
    • Handle: RePEc:oup:jconrs:v:46:y:2019:i:2:p:307-329.
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    File URL: http://hdl.handle.net/10.1093/jcr/ucy071
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    Cited by:

    1. 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.
    2. Fanny Reniou & Elisa Monnot, 2023. "Consumer Discipline: A Safeguard to Maintain Sustainable Consumption Patterns," THEMA Working Papers 2023-19, THEMA (THéorie Economique, Modélisation et Applications), Université de Cergy-Pontoise.

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