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

JULIANO LARAN

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

机译：顺序选择中的目标管理：其他人的消费者选择比个人选择更放纵

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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.

机译：当消费者选择他人（家人或朋友）而不是自己选择时，在顺序选择中发挥自我控制有什么区别？顺序选择代表了管理追求个人多个目标的机会。消费者通常通过放纵和良性选择来管理这些个人目标。但是，当为他人选择时，情况并非如此。然后，消费者将重点放在追求愉悦的目标上，从而为他人提供了放纵的选择。六个实验证明了这种现象，并揭示了鼓励其他人做出更明智选择的条件。

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《Journal of consumer research》 |2010年第2期|P.304-314|共11页
作者
JULIANO LARAN;
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University of Miami, Coral Gables, FL 33124-6524;

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

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