Using Your Imagination to Pursue Goals: Diminishing the Effects of Visceral Temptations

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Consumers consistently set goals for themselves. Despite good intentions, consumers often deviate from their goals. If consumers understand the benefits that arise from goal success, then why do most consumers fail to accomplish goals? Often, temptations are more appealing than achievement of goals; temptations are tangible while the benefits of a goal are difficult to grasp. An individual who uses his/her imagination to visualize goal success makes the goal more present-minded and attainable (Oettingen 2000). Thus, imagination facilitates self-efficacy, the belief in one’s ability to reach a goal. Higher self-efficacy, then, provides an individual with the willpower to achieve a ... continued below

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ix, 174 pages : illustrations (chiefly color)

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Cowan, Kirsten August 2015.

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This dissertation is part of the collection entitled: UNT Theses and Dissertations and was provided by UNT Libraries to Digital Library, a digital repository hosted by the UNT Libraries. It has been viewed 76 times , with 26 in the last month . More information about this dissertation can be viewed below.

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  • Cowan, Kirsten

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Consumers consistently set goals for themselves. Despite good intentions, consumers often deviate from their goals. If consumers understand the benefits that arise from goal success, then why do most consumers fail to accomplish goals? Often, temptations are more appealing than achievement of goals; temptations are tangible while the benefits of a goal are difficult to grasp. An individual who uses his/her imagination to visualize goal success makes the goal more present-minded and attainable (Oettingen 2000). Thus, imagination facilitates self-efficacy, the belief in one’s ability to reach a goal. Higher self-efficacy, then, provides an individual with the willpower to achieve a goal (Taylor, Pham, Rivkin, and Armor 1998). Whereas previous work has examined temptations’ relationship with goals (e.g. Fedorikhin and Patrick 2010; Wilcox, Vallen, Block, and Fitzsimons 2009; Zhang, Huang, and Broniarczyk 2010; etc.), the scope of this dissertation study differs. Rather, the research aim is to identify how consumers can overcome visceral temptations. Thus, the main objectives include: contributing new perspectives on goal research by merging the literatures on imagination and visceral cues, outlining how imagination regulates the impact of visceral temptations, and identifying the underlying mechanism that explains how imagination regulates the relationship between visceral cues and ad-evoked thoughts, through self-efficacy.

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ix, 174 pages : illustrations (chiefly color)

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UNT Theses and Dissertations

Theses and dissertations represent a wealth of scholarly and artistic content created by masters and doctoral students in the degree-seeking process. Some ETDs in this collection are restricted to use by the UNT community.

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  • August 2015

Added to The UNT Digital Library

  • March 4, 2016, 4:14 p.m.

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  • May 10, 2017, 7:27 a.m.

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Citations, Rights, Re-Use

Cowan, Kirsten. Using Your Imagination to Pursue Goals: Diminishing the Effects of Visceral Temptations, dissertation, August 2015; Denton, Texas. (digital.library.unt.edu/ark:/67531/metadc804884/: accessed December 11, 2017), University of North Texas Libraries, Digital Library, digital.library.unt.edu; .