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Consumer Options And Goals

November 19, 2008
Set Your Goals album cover

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Even when pursuing the same goal, high and low self-control consumers create dramatically different categories of goal-consistent and goal-inconsistent options.

“the researchers examined the process individuals cycle through when trying to make a change. First, they select goals, then they form “implementation intention “For example, you might make a budget, deciding which items are necessities and which are luxuriess,” deciding which options and behaviors are consistent with the goals.

Where many people get tripped up is when their goals require them to overcome their default tendencies. For example, people the researchers categorized as having “low self-control” tended to do better with “indulgence goals,” like enjoying purchases more. Individuals with higher self-control preferred “restriction goals,” which led them to categorize fewer items as necessities.

Adapted from ScienceDaily

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