Goals as Excuses or Guides: The Liberating Effect of Perceived Goal Progress on Choice
- 1 December 2005
- journal article
- research article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 32 (3), 370-377
- https://doi.org/10.1086/497548
Abstract
Consumer choices are often driven by multiple goals (e.g., career and family), each of which if viewed in isolation may appear to suggest conflictingThis publication has 7 references indexed in Scilit:
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