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Jurnal

JMR : JOURNAL OF MARKETING RESEARCH

Keyword

goals, saving, financial,decision making, goal specifity, construal level

Pengarang

  1. Gulden ulkumen
  2. amar cheema

    Subject

    MARKETING

    [Abstrak]


     In four
    studies, the authors show that consumers’ savings can be increased or decreased
    merely by changing the way consumers’ thinkabout their savings goals. Consumers
    can (1)either specify or not specify an exact amount ton save (construal
    level). The result illustrate that specific goals help consumers save more when
    the saving goal is construed at a high level but that non specific goals help
    consumers save more when the saving goals is constured at a low level. The same
    pattern of result accours with anticipated saving success and actual savings.
    Mediation analyses reveal that for high-level construes, specific(vs.
    nonspecific) goals lead to success because they are perceived as more
    important. However, specific (vs. Non spesific) goals are also perceived as
    more diffcult, which is more discouranging for low-level construes.


     

    Periode

    Vol 48, Nomor 06, Tahun 2011

    [Berkas]

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