Goal maintainers' preferences: The influence of goal type on self-control means choices

IF 4.4 3区 管理学 Q2 BUSINESS
Lan Zhang, Xuemei Bian, Chundong Zheng
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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.

目标维持者的偏好:目标类型对自我控制手段选择的影响
本研究探讨了目标类型(即实现目标与维持目标)如何影响消费者对不同自我控制方式(即启动式自我控制与抑制式自我控制)的偏好。在四项研究中,作者证明,追求维持性目标与追求实现性目标会降低选择抑制性自我控制的意愿,但不会降低选择启动性自我控制的意愿。产生这种效应的主要原因有两个:在选择实现目标和维持目标的手段时,决策关注点不同;在评估启动型和抑制型自我控制时,决策关注点不对称。这些效应在不同文化和领域中是一致的,并影响着消费者的购买行为和现实生活行为。这些发现揭示了目标类型与自我控制偏好之间的关系,并为消费者和营销人员如何为长期目标进行自我控制提供了启示。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
7.30
自引率
11.60%
发文量
99
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.
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