The opposing effects of goal commitment and goal progress on self-regulation

Anirban Som, Peter Dubelaar, Rafi Chowdhury

Research output: Chapter in Book/Report/Conference proceedingConference contributionResearchpeer-review


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.
Original languageEnglish
Title of host publicationAustralian & New Zealand Marketing Academy (ANZMAC) Conference 2012 Proceedings
EditorsRichard Lee
Place of PublicationAdelaide
PublisherEhrenberg-Bass Insitute of Marketing Science
Number of pages7
ISBN (Print)9780646563305
Publication statusPublished - 2012
EventAustralian and New Zealand Marketing Academy Conference - Adelaide, Adelaide, Australia
Duration: 3 Dec 20123 Dec 2012


ConferenceAustralian and New Zealand Marketing Academy Conference
Abbreviated titleANZMAC 2012
Internet address

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