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Jurnal

JMR : JOURNAL OF MARKETING RESEARCH

Keyword

saving, implementation, goals, goal number, min-set

Pengarang

Dilip soman

Subject

MARKETING

[Abstrak]


 This
article examines the effect of the number of goals on consumers’ savings
behavior. Drawing from research on implementatin intention , the authors show
that under certain conditions, presenting a single savings goal leads to
greater savings intention and actual savings than presenting multiple savings
goals. Multipkle goals typically evoke trade-offs among competing goals and
thus increase the likelihood that people will remain in a deliberative mind-set
and defer actions. In contrast, the authors propose and demonstrate that a
single goal evokes a stronger implementations intention, which in turn has a greater
effect on behavior change . they also show that the advantange of a single goal
over multiple goal on savings goals are integrated rather than competing among
themselves. Theoretical and practical implications are discussed.



Periode

Vol 48, Nomor 06, Tahun 2011

[Berkas]

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