{"title":"Goal maintainers' preferences: The influence of goal type on self-control means choices","authors":"Lan Zhang, Xuemei Bian, Chundong Zheng","doi":"10.1002/cb.2332","DOIUrl":null,"url":null,"abstract":"<p>This research examines how goal type (i.e., attainment vs. maintenance) affects consumers' preferences for different means of self-control (i.e., initiatory vs. inhibitory). Across four studies, the authors demonstrate that pursuing maintenance versus attainment goals decreases the willingness to choose inhibitory self-control but not initiatory self-control. The effect is primarily attributed to two reasons: distinct decision concerns when choosing the means for attainment and maintenance goals; and asymmetry when evaluating initiatory and inhibitory self-control. The effects are consistent across cultures and domains and impact consumers' purchase and real-life behaviours. These findings shed light on the relationship between goal type and self-control preferences and offer insights to both consumers and marketers on how to engage in self-control for long-term goals.</p>","PeriodicalId":48047,"journal":{"name":"Journal of Consumer Behaviour","volume":"23 5","pages":"2178-2189"},"PeriodicalIF":4.4000,"publicationDate":"2024-03-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Consumer Behaviour","FirstCategoryId":"91","ListUrlMain":"https://onlinelibrary.wiley.com/doi/10.1002/cb.2332","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
This research examines how goal type (i.e., attainment vs. maintenance) affects consumers' preferences for different means of self-control (i.e., initiatory vs. inhibitory). Across four studies, the authors demonstrate that pursuing maintenance versus attainment goals decreases the willingness to choose inhibitory self-control but not initiatory self-control. The effect is primarily attributed to two reasons: distinct decision concerns when choosing the means for attainment and maintenance goals; and asymmetry when evaluating initiatory and inhibitory self-control. The effects are consistent across cultures and domains and impact consumers' purchase and real-life behaviours. These findings shed light on the relationship between goal type and self-control preferences and offer insights to both consumers and marketers on how to engage in self-control for long-term goals.
期刊介绍:
The Journal of Consumer Behaviour aims to promote the understanding of consumer behaviour, consumer research and consumption through the publication of double-blind peer-reviewed, top quality theoretical and empirical research. An international academic journal with a foundation in the social sciences, the JCB has a diverse and multidisciplinary outlook which seeks to showcase innovative, alternative and contested representations of consumer behaviour alongside the latest developments in established traditions of consumer research.