Research exploring the effects of goal orientation on an individual's tendency to perform actions consistent or inconsistent with their focal goals has identified that individuals primed with goal progress are more likely to perform goal inconsistent activities as compared to individuals primed with goal commitment. In this research, we propose an individual's self-regulatory focus as a potential mediator explaining the effects of goal orientation on an individual's actions. We further propose a set of variables viz. level of concreteness of focal goal, stages of goal completion, and temporal distance of the focal goal from the present as potential moderators influencing the effects of goal orientations on an individual's actions.
|Title of host publication||Australian & New Zealand Marketing Academy (ANZMAC) Conference 2012 Proceedings|
|Place of Publication||Adelaide|
|Publisher||Ehrenberg-Bass Insitute of Marketing Science|
|Number of pages||7|
|Publication status||Published - 2012|
|Event||Australian and New Zealand Marketing Academy Conference - Adelaide, Adelaide, Australia|
Duration: 3 Dec 2012 → 3 Dec 2012
|Conference||Australian and New Zealand Marketing Academy Conference|
|Abbreviated title||ANZMAC 2012|
|Period||3/12/12 → 3/12/12|
Som, A., Dubelaar, P., & Chowdhury, R. (2012). The opposing effects of goal commitment and goal progress on self-regulation. In R. Lee (Ed.), Australian & New Zealand Marketing Academy (ANZMAC) Conference 2012 Proceedings (pp. 1-7). Ehrenberg-Bass Insitute of Marketing Science .