Pursuing Attainment versus Maintenance Goals: The Interplay of Self-Construal and Goal Type on Consumer Motivation
Abstract
This research examines how self-construal (i.e., independent vs. interdependent) and goal type (i.e., attainment vs. maintenance) are conceptually linked and jointly impact consumer behavior. The results of five experiments and one field study involving different operationalizations of self-construal and goal pursuit activities suggest that attainment (maintenance) goals can be more motivating for participants with a more independent...
Paper Details
Title
Pursuing Attainment versus Maintenance Goals: The Interplay of Self-Construal and Goal Type on Consumer Motivation
Published Date
Jun 1, 2015
Journal
Volume
42
Issue
1
Pages
93 - 108
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Notes
History