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

• Autores: Rita Coelho do Vale, Rik Pieters, Marcel Zeelenberg
• Localización: Journal of Consumer Psychology, ISSN-e 1057-7408, Vol. 26, Nº. 1, 2016, págs. 17-28
• Idioma: inglés
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• Resumen

  • 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.