goals

Paper: “Nonconscious Goals and Consumer Choice” (Chartrand et al. 2008) Main Topic or Phenomenon This paper examines how consumer goals can be activated and pursued outside of conscious awareness, specifically focusing on how incidental exposure to environmental cues can trigger thrift versus prestige goals that subsequently influence purchasing decisions without consumers realizing it.

Fishbach & Dhar (2005) – Goals as Excuses or Guides: The Liberating Effect of Perceived Goal Progress on Choice Main Topic or Phenomenon This paper examines a counterintuitive phenomenon in self-regulation: how perceived progress toward a goal can paradoxically lead people to subsequently engage in behaviors that are inconsistent with or undermine that same goal.