Goal orientation and consumer preference for the status quo

Consumers often must choose between a course of action that preserves the status quo and a course of action that is a departure from the status quo. This research demonstrates that preference for the status quo is a function of goal orientation and, in particular, that it tends to be more pronounced for prevention-focused than for promotion-focused consumers. The preference for the status quo was examined on two dimensions: preference for the status quo alternative and preference for inaction over action. In this context, it is shown that the impact of goal orientation on the preference for the status quo can occur independently of loss aversion-a finding consistent with the notion that goal orientation might impact choice by virtue of motivational factors such as self-regulation of anticipated regret.