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Lines in the Sand: The Role of Motivated Categorization in the Pursuit of Self-Control Goals

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  • Cait Poynor
  • Kelly L. Haws

Abstract

This research explores goal-related categorization processes as part of a three-phase model encompassing both antecedents (goal selection) and consequences (purchase likelihood). In each phase, we identify conditions under which self-control goals (indulgence or restriction goals) and trait self-control may either correspond or conflict. Three experiments demonstrate that when no trait-goal conflict occurs, categorization patterns and purchase intentions are consistent with self-control tendencies. However, when conflicts exist between trait self-control and goals, individuals engage in motivated categorization or revert to behaviors consistent with trait self-control. Interestingly, results suggest that either conflict resolution mechanism may undermine the likelihood of goal attainment. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Cait Poynor & Kelly L. Haws, 2009. "Lines in the Sand: The Role of Motivated Categorization in the Pursuit of Self-Control Goals," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(5), pages 772-787, October.
    • Handle: RePEc:oup:jconrs:v:35:y:2009:i:5:p:772-787
    DOI: 10.1086/595581
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    Cited by:

    1. Jianjia He & Shengmin Liu & Tingting Li & Thi Hoai Thuong Mai, 2021. "The Positive Effects of Unneeded Consumption Behaviour on Consumers during the COVID-19 Pandemic," IJERPH, MDPI, vol. 18(12), pages 1-17, June.
    2. Scott W. Davis & Kelly L. Haws, 2017. "Don’t Sweat the Big Stuff: Emphasizing Importance Hinders Goal Pursuit for Consumers Low in Dispositional Self-Control Resources," Journal of the Association for Consumer Research, University of Chicago Press, vol. 2(1), pages 93-104.
    3. Petersen, Francine Espinoza & Dretsch, Heather Johnson & Komarova Loureiro, Yuliya, 2018. "Who needs a reason to indulge? Happiness following reason-based indulgent consumption," International Journal of Research in Marketing, Elsevier, vol. 35(1), pages 170-184.

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