The benefits of behaving badly on occasion: Successful regulation by planned hedonic deviations

R.M.R.D. Coelho do Vale, R. Pieters, M. Zeelenberg

Research output: Contribution to journalArticleScientificpeer-review

8 Citations (Scopus)

Abstract

This research tests the idea that goal-pursuit that requires extended inhibition of desires, such as weight loss and financial saving, can benefit from including planned hedonic deviations in the goal-striving plan. Two controlled experiments (simulated and real dieting) demonstrate that including planned goal deviations during extended goal striving, compared with following a straight and rigid goal striving process, (1) helps regain self-regulatory resources, (2) helps maintain consumers' motivation to pursue with regulatory tasks, and (3) has a positive impact on affect experienced, which all contribute to facilitate long-term goal-adherence. A third study, conducted with current goal-strivers provides further evidence of the benefits of planned hedonic deviations for goal pursuit across a variety of goals. This reveals that it may be beneficial for long-term goal-success to occasionally be bad, as long it is planned.
Keywords: Goal-pursuit, Goal-striving, Hedonic goal-deviation behaviors
Original languageEnglish
Pages (from-to)17-28
JournalJournal of Consumer Psychology
Volume26
Issue number1
DOIs
Publication statusPublished - 2016

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