Goal Fulfillment and Goal Targets in Sequential Choice
Journal of Consumer Research · 2005 · Volume 32 · Issue 3
Abstract
This article examines the effect of goal fulfillment on choices made in the context of an ongoing sequence of experiences. We find that a good first experience produces an upward shift in the target level of goal achievement. When a higher level of goal attainment is offered by a risky option, that option will be preferred more following a good experience than following a bad experience. Several studies show that this pattern applies only to risk related to the content of the active goal and only to risk that offers the possibility of a higher level of goal achievement than a riskless option.
Keywords
Behavioral Decision Theory, Judgment and Decision Making, Perceived Risk, Situation/Context Issues
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