Abstract

http://ssrn.com/abstract=1817908
 


 



When Goal Violation Prompts Justification: Conflicting Goals and Reason Based Choices


Kelly Goldsmith


Northwestern University - Kellogg School of Management

Ravi Dhar


Yale School of Management - International Center for Finance

June 23, 2010


Abstract:     
This article explores the processes by which consumers make choices when goals conflict and their implications for preferences. Drawing from research on goal systems theory and behavioral decision theory, we posit that when all choice options serve one goal that conflicts with an incidentally activated goal, consumers will be more likely to choose an option that is seen as unique and special. We argue that this occurs because goal conflict causes consumers to experience an increased need to justify their choice, and an option’s ability to offer a unique and special experience can provide such a justification. Our results demonstrate these effects, find support for the proposed underlying process, and identify relevant boundary conditions. We conclude with a discussion of the theoretical implications for these findings.

Number of Pages in PDF File: 41

Keywords: goals, self-control, conflict, justification, choice

working papers series


Download This Paper

Date posted: April 23, 2011 ; Last revised: October 2, 2013

Suggested Citation

Goldsmith, Kelly and Dhar, Ravi, When Goal Violation Prompts Justification: Conflicting Goals and Reason Based Choices (June 23, 2010). Available at SSRN: http://ssrn.com/abstract=1817908 or http://dx.doi.org/10.2139/ssrn.1817908

Contact Information

Kelly Goldsmith (Contact Author)
Northwestern University - Kellogg School of Management ( email )
2001 Sheridan Road
Evanston, IL 60208
United States
HOME PAGE: http://www.kellogg.northwestern.edu/faculty/goldsmith/htm/
Ravi Dhar
Yale School of Management - International Center for Finance ( email )
Box 208200
New Haven, CT 06520-8200
United States

Feedback to SSRN


Paper statistics
Abstract Views: 350
Downloads: 53
Download Rank: 224,046

© 2014 Social Science Electronic Publishing, Inc. All Rights Reserved.  FAQ   Terms of Use   Privacy Policy   Copyright   Contact Us
This page was processed by apollo4 in 0.297 seconds