Mantovani, Danielle; B. Andrade, Eduardo; H.M. Prado, Paulo - In: European Journal of Marketing 52 (2018) 3/4, pp. 637-655
Purpose: Previous research has investigated how performance outcome impacts effort and subsequent goal pursuit. However, little is known about the incidental impact of goal (non)attainment on consumer preference via changes in regulatory focus. This paper aims to suggest that performance...