Goal Fulfillment and Goal Targets in Sequential Choice

Goal Fulfillment and Goal Targets in Sequential Choice

This article examines the effect of goal fulfillment on choices made in the context of an ongoing sequence of experiences. We find that a good first experience produces an upward shift in the target level of goal achievement. When a higher level of goal attainment is offered by a risky option, that...

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Veröffentlicht in:Journal of Consumer Research. - University of Chicago Press. - 32(2005), 3, Seite 396-404
1. Verfasser: Novemsky, Nathan (VerfasserIn)
Weitere Verfasser: Dhar, Ravi
Format: Online-Aufsatz
Veröffentlicht: 2005
Zugriff auf das übergeordnete Werk:Journal of Consumer Research
Schlagworte:Behavioral Decision Theory Judgment and Decision Making Perceived Risk Situation/Context Issues Social sciences Arts Behavioral sciences Business Applied sciences Law mehr... Economics Nathan
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500 |a * Nathan Novemsky is associate professor of marketing, Yale School of Management, New Haven, CT 06520 ( Nathan.Novemskyyale.edu ). Ravi Dhar is professor of marketing, Yale School of Management, New Haven, CT 06520 ( Ravi.Dhar@yale.edu ). Correspondence: Nathan Novemsky. 
520 |a This article examines the effect of goal fulfillment on choices made in the context of an ongoing sequence of experiences. We find that a good first experience produces an upward shift in the target level of goal achievement. When a higher level of goal attainment is offered by a risky option, that option will be preferred more following a good experience than following a bad experience. Several studies show that this pattern applies only to risk related to the content of the active goal and only to risk that offers the possibility of a higher level of goal achievement than a riskless option. 
540 |a © 2005 by JOURNAL OF CONSUMER RESEARCH, Inc. 
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