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Goal Fulfillment and Goal Targets in Sequential Choice

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  • Nathan Novemsky
  • Ravi Dhar

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..

Suggested Citation

  • Nathan Novemsky & Ravi Dhar, 2005. "Goal Fulfillment and Goal Targets in Sequential Choice," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(3), pages 396-404, December.
    • Handle: RePEc:oup:jconrs:v:32:y:2005:i:3:p:396-404
    DOI: 10.1086/497551
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    Cited by:

    1. Ashraf, Abdul R. & Thongpapanl, Narongsak (Tek), 2015. "Connecting with and Converting Shoppers into Customers: Investigating the Role of Regulatory Fit in the Online Customer's Decision-making Process," Journal of Interactive Marketing, Elsevier, vol. 32(C), pages 13-25.
    2. 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.
    3. Vera Miguéis & Dirk Poel & Ana Camanho & João Falcão e Cunha, 2012. "Predicting partial customer churn using Markov for discrimination for modeling first purchase sequences," Advances in Data Analysis and Classification, Springer;German Classification Society - Gesellschaft für Klassifikation (GfKl);Japanese Classification Society (JCS);Classification and Data Analysis Group of the Italian Statistical Society (CLADAG);International Federation of Classification Societies (IFCS), vol. 6(4), pages 337-353, December.
    4. Klesse, Anne-Kathrin & Goukens, Caroline & Geyskens, Kelly & de Ruyter, Ko, 2012. "Repeated exposure to the thin ideal and implications for the self: Two weight loss program studies," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 355-362.
    5. Söderlund, Magnus & Berg, Hanna & Ringbo, Joel, 2014. "When the customer has left the store: An examination of the potential for satisfaction rub-off effects and purchase versus no purchase implications," Journal of Retailing and Consumer Services, Elsevier, vol. 21(4), pages 529-536.
    6. Hillary N. Morgan & Kurt W. Rotthoff, 2014. "The Harder The Task, The Higher The Score: Findings Of A Difficulty Bias," Economic Inquiry, Western Economic Association International, vol. 52(3), pages 1014-1026, July.
    7. Creed, Bernard & Ning Shen, Kathy & Ashill, Nick & Wu, Tianshi, 2021. "Retail shopping at airports: Making travellers buy again," Journal of Business Research, Elsevier, vol. 137(C), pages 293-307.
    8. Feurer, Sven & Haws, Kelly L., 2022. "Justifiable justifications in sequential indulgent choice situations: A framework for future research based on perceived exceptionality," Journal of Business Research, Elsevier, vol. 149(C), pages 630-639.
    9. Sohn, Yong Seok & Ko, Man Ting, 2021. "The impact of planned vs. unplanned purchases on subsequent purchase decision making in sequential buying situations," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    10. Darren Grant, 2023. "Uncovering bias in order assignment," Economic Inquiry, Western Economic Association International, vol. 61(1), pages 82-98, January.
    11. Keri L. Kettle & Remi Trudel & Simon J. Blanchard & Gerald Häubl, 2016. "Repayment Concentration and Consumer Motivation to Get Out of Debt," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 43(3), pages 460-477.
    12. 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.
    13. Dolan, Paul & Galizzi, Matteo M., 2015. "Like ripples on a pond: Behavioral spillovers and their implications for research and policy," Journal of Economic Psychology, Elsevier, vol. 47(C), pages 1-16.
    14. Jason Howarth & Steven D'Alessandro & Lester Johnson & Lesley White, 2017. "MOOCs to university: a consumer goal and marketing perspective," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 27(1), pages 144-158, January.
    15. 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.
    16. Som, Anirban & Lee, Yih Hwai, 2012. "The joint effects of choice assortment and regulatory focus on choice behavior," International Journal of Research in Marketing, Elsevier, vol. 29(2), pages 202-209.

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