Abstract

http://ssrn.com/abstract=2086837
 


 



'I Don’t' versus 'I Can’t': When Empowered Refusal Motivates Goal-Directed Behavior


Vanessa M. Patrick


University of Houston - C.T. Bauer College of Business

Henrik Hagtvedt


affiliation not provided to SSRN

2012

Journal of Consumer Research, Forthcoming

Abstract:     
This research is based on the insight that the language we use to describe our choices serves as a feedback mechanism that either enhances or impedes our goal-directed behavior. Specifically, we investigate the influence of a linguistic element of self-talk, in which a refusal may be framed as “I don’t” (vs. “I can’t”), on resisting temptation and motivating goal-directed behavior. We present a set of four studies to demonstrate the efficacy of the “don’t” (vs. “can’t”) framing (studies 1-3) when the source of the goal is internal (vs. external; studies 2a and 2b), as well as the mediating role of psychological empowerment (studies 1, 2a, and 2b). We demonstrate this novel and effective refusal strategy with actual choice (study 1) and with behavioral intent (studies 2a and 2b) and also illustrate its applicability in the real world in a longitudinal intervention-based field study (study 3).

Number of Pages in PDF File: 39

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Date posted: June 21, 2012  

Suggested Citation

Patrick, Vanessa M. and Hagtvedt, Henrik, 'I Don’t' versus 'I Can’t': When Empowered Refusal Motivates Goal-Directed Behavior (2012). Journal of Consumer Research, Forthcoming. Available at SSRN: http://ssrn.com/abstract=2086837

Contact Information

Vanessa M. Patrick (Contact Author)
University of Houston - C.T. Bauer College of Business ( email )
Houston, TX 77204-6021
United States
Henrik Hagtvedt
affiliation not provided to SSRN ( email )
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