The (better) road not taken: setting a goal reduces switching to more effective alternatives
File(s)
Published version (corrected proof)
Author(s)
Friedman, Elizabeth
Voichek, Guy
Dhar, Ravi
Type
Journal Article
Abstract
We identify a novel way in which setting goals can backfire. In 13 studies and four supplemental studies, using both incentive-compatible and hypothetical designs across a range of domains, we demonstrate that setting an explicit goal and making progress towards it decreases the likelihood of switching to alternative means of pursuit. This occurs because means seem more effective relative to alternatives if they have been used to progress toward a reference point. Consistent with this mechanism, we show that the perceived effectiveness of the means used to pursue a goal, relative to an alternative, partially mediates the effect of setting a goal on the decision to switch means. Further, the effect occurs only after people make initial progress towards a specified reference point. Setting a goal does not decrease switching if people are reminded to consider the advantages of both the initial and alternative means. We conclude with a discussion of the theoretical and practical implications of our findings.
Date Issued
2025-11-25
Date Acceptance
2025-10-26
Citation
Journal of Consumer Research, 2025
ISSN
0093-5301
Publisher
Oxford University Press
Journal / Book Title
Journal of Consumer Research
Copyright Statement
© The Author(s) 2025. Published by Oxford University Press on behalf of Journal of Consumer Research, Inc. This is an Open Access article distributed under the terms of the Creative Commons Attribution License (https://creativecommons.org/licenses/by/4.0/), which permits unrestricted reuse, distribution, and reproduction in any medium, provided the original work is properly cited.
License URL
Publication Status
Published online
Article Number
ucaf063
Date Publish Online
2025-11-25