OUP user menu


Darren Dahl (Editor in Chief)Eileen FischerGita JoharVicki Morwitz

16 out of 115

Goal Management in Sequential Choices: Consumer Choices for Others Are More Indulgent than Personal Choices

Juliano Laran
DOI: http://dx.doi.org/10.1086/652193 304-314 First published online: 1 August 2010


What are the differences in exerting self-control in sequential choices when consumers choose for others (family or friends) rather than for themselves? Sequential choices represent an opportunity to manage the pursuit of one’s multiple personal goals. Consumers typically manage these personal goals by combining indulgent and virtuous choices. When choosing for others, however, this is not the case. Consumers then focus on a pleasure-seeking goal, which leads to indulgent choices for others. Six experiments demonstrate this phenomenon and uncover conditions that encourage more virtuous choices for others.

View Full Text

Log in through your institution