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

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

Fingerprint

Pleasure
Deviation

Cite this

@article{ed069b9a79c4420baa75e575c66c0f58,
title = "The benefits of behaving badly on occasion: Successful regulation by planned hedonic deviations",
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",
author = "{Coelho do Vale}, R.M.R.D. and R. Pieters and M. Zeelenberg",
year = "2016",
doi = "10.1016/j.jcps.2015.05.001",
language = "English",
volume = "26",
pages = "17--28",
journal = "Journal of Consumer Psychology",
issn = "1057-7408",
publisher = "Elsevier Inc.",
number = "1",

}

The benefits of behaving badly on occasion : Successful regulation by planned hedonic deviations. / Coelho do Vale, R.M.R.D.; Pieters, R.; Zeelenberg, M.

In: Journal of Consumer Psychology, Vol. 26, No. 1, 2016, p. 17-28.

Research output: Contribution to journalArticleScientificpeer-review

TY - JOUR

T1 - The benefits of behaving badly on occasion

T2 - Successful regulation by planned hedonic deviations

AU - Coelho do Vale, R.M.R.D.

AU - Pieters, R.

AU - Zeelenberg, M.

PY - 2016

Y1 - 2016

N2 - 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

AB - 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

U2 - 10.1016/j.jcps.2015.05.001

DO - 10.1016/j.jcps.2015.05.001

M3 - Article

VL - 26

SP - 17

EP - 28

JO - Journal of Consumer Psychology

JF - Journal of Consumer Psychology

SN - 1057-7408

IS - 1

ER -