Personal Choice
What I Haven’t Done Can’t Hurt Me: The Effects Of Imagined Future Failure On Goal Disengagement
Prior research has identified a phenomenon called the “What-the-Hell Effect” in which consumers who experience initial goal failure respond with goal disengagement, and enact further counter-goal Read More »
Making An Impact On The Self: How Sounds And Colors Increase Goal Engagement
Imagine completing a form to indicate how much money you want to donate to charity. Now imagine that, for some reason, you receive a bright orange pen to complete this form. Would this visually Read More »
Feeling Entitled Because Of Who You Are
Consumer behavior is driven in part by feelings of entitlement. Particularly when selecting goods and services that are not necessities, consumers may reward themselves with particularly desirable Read More »
The Fresh Start Effect: Temporal Landmarks Motivate Aspirational Behavior
The notion that renewal is possible and offers individuals an opportunity to improve themselves has long been endorsed by our culture. For example, many religious groups engage in ritual purification Read More »
The Effect Of Goal Progress Salience Cues In Effortful Consumer Domains: An Implicit Theory
Consumers are faced with a plethora of products and services that provide cues to mark progress (called goal progress salience or GPS cues). Several firms endeavor to provide indications of progress Read More »
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