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Goal Setting and Goal Striving in Consumer Behavior

Richard P. Bagozzi and Utpal Dholakia
Journal of Marketing
Vol. 63, Fundamental Issues and Directions for Marketing (1999), pp. 19-32
DOI: 10.2307/1252098
Stable URL: http://www.jstor.org/stable/1252098
Page Count: 14
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Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Goal Setting and Goal Striving in Consumer Behavior
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Abstract

Goals play an essential role in the purposive behavior of consumers, but scholars only recently have begun to examine the motivation for goals, their selection and modification, and their pursuit and attainment. One purpose of this article is to outline a conceptual framework for thinking about how goals emerge, influence decision making, and guide consumer choice and action. Another purpose is to integrate classic ideas proposed by consumer researchers with emerging concepts and models proposed by cognitive psychologists, social psychologists, and other social scientists. Finally, the authors' aim is to present several new ideas on goal setting and goal striving and point out how they can enrich the study and practice of consumer behavior.

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