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Goal Fulfillment and Goal Targets in Sequential Choice


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  • Nathan Novemsky
  • Ravi Dhar
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    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..

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    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 32 (2005)
    Issue (Month): 3 (December)
    Pages: 396-404

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    Handle: RePEc:ucp:jconrs:v:32:y:2005:i:3:p:396-404

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    Cited by:
    1. V. L. Miguéis & D. Van Den Poel & A.S. Camanho & Joao Falcao E Cunha, 2012. "Predicting Partial Customer Churn Using Markov for Discrimination for Modeling First Purchase Sequences," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 12/806, Ghent University, Faculty of Economics and Business Administration.
    2. LeBoeuf, Robyn A. & Shafir, Eldar & Bayuk, Julia Belyavsky, 2010. "The conflicting choices of alternating selves," Organizational Behavior and Human Decision Processes, Elsevier, vol. 111(1), pages 48-61, January.
    3. Page, Lionel & Page, Katie, 2010. "Last shall be first: A field study of biases in sequential performance evaluation on the Idol series," Journal of Economic Behavior & Organization, Elsevier, vol. 73(2), pages 186-198, February.
    4. Malkoc, Selin A. & Zauberman, Gal & Bettman, James R., 2010. "Unstuck from the concrete: Carryover effects of abstract mindsets in intertemporal preferences," Organizational Behavior and Human Decision Processes, Elsevier, vol. 113(2), pages 112-126, November.


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