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"Many of the benefits of pursuing self-control goals such as being healthy are experienced in the future. Thus, a key component of our success in meeting our goals is the ability to remain motivated. One way for consumers to manage motivation is to strategically choose the options available to them in pursuing their goals," write authors Jordan Etkin and Rebecca K. Ratner (both University of Maryland).
Consumers often use multiple products to help them achieve their goals. For example, a health-conscious consumer might go shopping for healthy snacks to consume over the next few days. She might purchase many packages of the same healthy snack or a variety of healthy snacks. Would she be more motivated to be healthy this week if she plans to consume many different snacks instead of the same snack repeatedly? How about over the next year?
What do saving money and losing weight have in common?
Consumers often use multiple products to help them achieve their goals. For example, a health-conscious consumer might go shopping for healthy snacks to consume over the next few days. She might purchase many packages of the same healthy snack or a variety of healthy snacks. Would she be more motivated to be healthy this week if she plans to consume many different snacks instead of the same snack repeatedly? How about over the next year?
What do saving money and losing weight have in common?