期刊
JOURNAL OF CONSUMER PSYCHOLOGY
卷 26, 期 1, 页码 17-28出版社
JOHN WILEY & SONS LTD
DOI: 10.1016/j.jcps.2015.05.001
关键词
Goal-pursuit; Goal-striving; Hedonic goal-deviation behaviors
资金
- Foundation for Science and Technology (Portugal)
- POCI program (European Social Fund- Third European Community Framework Program)
This research tests the idea that goal-pursuit that requires extended inhibition of desires, such as weight loss and financial saving, can benefit from including planned hedonic deviations in the goal-striving plan. Two controlled experiments (simulated and real dieting) demonstrate that including planned goal deviations during extended goal striving, compared with following a straight and rigid goal striving process, (1) helps regain self-regulatory resources, (2) helps maintain consumers' motivation to pursue with regulatory tasks, and (3) has a positive impact on affect experienced, which all contribute to facilitate long-term goal-adherence. A third study, conducted with current goal-strivers provides further evidence of the benefits of planned hedonic deviations for goal pursuit across a variety of goals. This reveals that it may be beneficial for long-term goal-success to occasionally be bad, as long it is planned. (C) 2015 Society for Consumer Psychology. Published by Elsevier Inc. All rights reserved.
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