The Influence of Goal Activation and Inhibition on Purchase Behavior



During the course of a day, consumers encounter many opportunities to engage in self-regulatory behaviors. In some cases, resistance to temptations leads to more resistance and indulgence leads to more indulgence. In other cases, resistance to temptations leads to subsequent indulgence and indulgence leads to subsequent resistance. We posit that regulatory successes and failures can be controlled by a bottom-up goal guidance system. In this system, a behavior that sustains goal activation encourages similar behaviors, whereas a behavior that results in goal achievement encourages dissimilar behaviors. A series of experiments demonstrates factors that influence goal activation and goal achievement. 
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Dr. B. Donkers