The effects of anticipated goal‐inconsistent behavior on present goal choices

Abstract

Prior work has examined how, in the pursuit of long‐term goals, past goal behavior influences present goal choices. Instead, the present work focuses on how anticipating future goal behavior, specifically future goal‐inconsistent behavior, influences present goal choices. For example, how anticipating overspending on an upcoming vacation influences current spending behavior. The authors propose that the effect of anticipated goal‐inconsistent behavior on present goal choice is moderated by the perceived changeability of the future behavior. When future goal‐inconsistent behavior is perceived as changeable, consumers tend to imagine it away, and it has no systematic effect on present goal choices. However, when future goal‐inconsistent behavior is perceived as unchangeable, consumers accept it as a matter of fact, and systematic effects occur. Specifically, some consumers not only fail to buffer against future goal‐inconsistent behavior's negative consequences, but tend to exacerbate those consequences by increasing their goal‐inconsistent behavior in the present. Four studies examine this surprising behavior, using an individual difference (the response‐to‐failure scale) to identify when and for whom it occurs. The studies demonstrate the role of perceived changeability using various manipulations across multiple critical goal domains such as spending, eating, and academics.

When dessert comes close: The effects of anticipating indulgent consumption and dietary restraint on healthy food preference at restaurants

“…First, the findings extend extant work on consumption anticipation by introducing consumers’ healthy food choice and preferences in restaurant contexts beyond simply measuring general intention to indulge ( Zemack-Rugar and Corus, 2018 ). Although previous research has examined the effect of anticipating healthy food consumption ( Hur and Jang, 2015 ; Sim and Cheon, 2019 ), the impact of anticipating indulgent food consumption has received minimal attention (see Zemack-Rugar and Corus, 2018 for an exception). Our results show that anticipating indulgent food, such as dessert, can change healthy food preferences for immediate consumption (an entrée here) in a restaurant setting.…”

“…Consumers often decide what to eat in the context of anticipated indulgence ( Zemack-Rugar and Corus, 2018 ). For example, at a restaurant offering a three-course dinner, consumers know they will receive dessert after finishing the entrée.…”

“…As a result, not only realized but also anticipated goal failures (e.g., eating dessert in the future) might negatively impact their adherence to a goal of dietary restraint. For example, those who are highly sensitive to their goal failure have difficulty in remaining true to the goal when they expect to violate their goal in the future ( Zemack-Rugar and Corus, 2018 ). Similarly, dieters regard indulgent food items as “tempting sins” ( Effron et al, 2013 ) and restrained eaters see them as “forbidden food” ( Lemmens et al, 2010 ).…”

The impact of visualizing use versus acquisition of a product on the appeal of its complement

“…Extending prior complementarity research, which is grounded in actual consumption, we propose that merely visualizing use or acquisition of a product can increase the appeal of its complement. This proposition reflects consumers’ ability to engage in realistic visualization, which can make imagined things feel very real (MacInnis & Price, ; Rajagopal & Montgomery, ; Soliman et al, ; Zemack‐Rugar & Corus, ), and highlights the strong, automatic link between products and complements (Huh et al, ; Lee & Labroo, ). Accordingly, the authors predict that visualizing either use or acquisition of a product will increase the appeal of its complement relative to when no visualization occurs.…”

“…Second, this study included a no‐imagining control condition. As discussed earlier, due to the strength of consumers’ visualization abilities (MacInnis & Price, ; Rajagopal & Montgomery, ; Soliman et al, ; Zemack‐Rugar & Corus, ) and the strong link between products and complements (Huh et al, ; Lee & Labroo, ), visualizing either use or acquisition of a product was expected to increase the appeal of its complement relative to when no visualizing had occurred. The addition of the no‐imagining control condition enabled us to test this prediction.…”