Goal Fulfillment and Goal Targets in Sequential Choice

Nathan Novemsky and Ravi Dhar

Journal of Consumer Research, 2005, vol. 32, issue 3, 396-404

Abstract: 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. (c) 2005 by JOURNAL OF CONSUMER RESEARCH, Inc..

Date: 2005
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Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:v:32:y:2005:i:3:p:396-404

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Journal of Consumer Research is currently edited by Bernd Schmitt, June Cotte, Markus Giesler, Andrew Stephen and Stacy Wood

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