The Psychology of Multiple Goal Pursuit: Choices, Configurations, and Commitments

Jessica Renee Fernandez and Arie W. Kruglanski

Journal of the Association for Consumer Research, 2019, vol. 4, issue 1, 5 - 12

Abstract: Consumer behaviors and decisions are driven by individuals’ goals. The present article discusses the psychology of multiple goal pursuit in light of recent work on goal systems and, in particular, reference to consumer behavior. From this perspective we examine the concept of multifinality and its implications for means choice. We further address the phenomena of goal pursuit and goal switching as they relate to goal commitment, goal progress, and related notions. We also discuss the “multifinality constraint” effect in which restraints on behaviors imposed by multiple active goals reduce the set of subjectively feasible means to any of those goals. Motivational imbalance, where a given goal is prioritized and its alternatives are inhibited, may allow the emergence of behaviors classifiable as “extreme,” including extreme consumerism. The goal systemic approach promises insights into a wide range of consumer behaviors and could represent a useful paradigm for future research in this domain.

Date: 2019
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