Goal management in sequential choices: Consumer choices for others are more indulgent than personal choices

Research output: Contribution to journalArticle

59 Scopus citations

Abstract

What are the differences in exerting self-control in sequential choices when consumers choose for others (family or friends) rather than for themselves? Sequential choices represent an opportunity to manage the pursuit of one's multiple personal goals. Consumers typically manage these personal goals by combining indulgent and virtuous choices. When choosing for others, however, this is not the case. Consumers then focus on a pleasure-seeking goal, which leads to indulgent choices for others. Six experiments demonstrate this phenomenon and uncover conditions that encourage more virtuous choices for others.

Original languageEnglish (US)
Pages (from-to)304-314
Number of pages11
JournalJournal of Consumer Research
Volume37
Issue number2
DOIs
StatePublished - Aug 1 2010

ASJC Scopus subject areas

  • Business and International Management
  • Anthropology
  • Arts and Humanities (miscellaneous)
  • Economics and Econometrics
  • Marketing

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