The consumer behavior literature extensively studied the impact of goal setting on behavior and performance. However, much less is known about the antecedents of goal level setting – consumers’ decision of whether to work out twice or three times per week. Consumers can decide how many goal-consistent activities to undertake (‘goal-consistent decision frame’; such as exercising two days per week) or to forego (‘goal-inconsistent decision frame’; such as not exercising five days per week). While objectively the same decision, we argue that these different frames impact consumers’ ambition. Making a decision to forego goal-consistent activities triggers negative, self-evaluative emotions and to compensate for these unfavorable self-evaluations, consumers set more ambitious goal levels. Link to the article
TUK, M.A., PROKOPEC, S. and VAN DEN BERGH, B. (2021). Do Versus Don’t: The Impact of Framing on Goal Level Setting. Journal of Consumer Research, 47(6), pp. 1003-1024.