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Is Planning Good for You? The Differential Impact of Planning on Self-Regulation

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  • Claudia Townsend
  • Wendy Liu

Abstract

Previous research suggests making plans is generally beneficial for self-control activities such as saving money or dieting. Yet the results of five experiments reveal that planning does not always benefit everyone. Although planning tends to aid subsequent self-control for those who are in good standing with respect to their long-term goal, those who perceive themselves to be in poor goal standing are found to exert less self-control after planning than in the absence of planning. This occurs because considering a concrete plan for goal implementation creates emotional distress for those in poor goal standing, thereby undermining their motivation for self-regulation. Findings of the fifth study suggest that engaging positive self-related thoughts in the relevant domain after planning can prevent any negative consequences of planning on subsequent behavior.

Suggested Citation

  • Claudia Townsend & Wendy Liu, 2012. "Is Planning Good for You? The Differential Impact of Planning on Self-Regulation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(4), pages 688-703.
    • Handle: RePEc:oup:jconrs:doi:10.1086/665053
    DOI: 10.1086/665053
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    Cited by:

    1. Zhihua Li & Songfa Zhong, 2023. "Reference Dependence in Intertemporal Preference," Management Science, INFORMS, vol. 69(1), pages 475-490, January.
    2. Steinert, Janina Isabel & Vasumati Satish, Rucha & Stips, Felix & Vollmer, Sebastian, 2022. "Commitment or concealment? Impacts and use of a portable saving device: Evidence from a field experiment in urban India," Journal of Economic Behavior & Organization, Elsevier, vol. 193(C), pages 367-398.
    3. Yeomans, Michael, 2021. "A concrete example of construct construction in natural language," Organizational Behavior and Human Decision Processes, Elsevier, vol. 162(C), pages 81-94.
    4. Jakubanecs, Alexander & Fedorikhin, Alexander & Iversen, Nina M., 2018. "Consumer responses to hedonic food products: Healthy cake or indulgent cake? Could dialecticism be the answer?," Journal of Business Research, Elsevier, vol. 91(C), pages 221-232.
    5. Jamel Khenfer & Aaron Kay & Elyette Roux & Eric Tafani, 2014. "Trouble Setting Your Savings Goals? The Moderating Effect of Religious Belief on Goal Pursuit," Post-Print hal-01079649, HAL.
    6. Mariam Beruchashvili & Risto Moisio, 2013. "Is Planning an Aid or an Obstacle? Examining the Role of Consumers' Lay Theories in Weight Loss," Journal of Consumer Affairs, Wiley Blackwell, vol. 47(3), pages 404-431, November.
    7. Jamel Khenfer & Aaron Kay & Elyette Roux & Eric Tafani, 2014. "The Divergent Effects of External Systems of Control on Early Stage Goal Pursuit," Post-Print hal-01079648, HAL.
    8. Laurent, Gilles, 2013. "EMAC Distinguished Marketing Scholar 2012," International Journal of Research in Marketing, Elsevier, vol. 30(4), pages 323-334.
    9. Hengchen Dai & Katherine L. Milkman & Jason Riis, 2014. "The Fresh Start Effect: Temporal Landmarks Motivate Aspirational Behavior," Management Science, INFORMS, vol. 60(10), pages 2563-2582, October.

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