Zhang, Ying; Fishbach, Ayelet; Dhar, Ravi - In: Journal of Consumer Research 34 (2007) 4, pp. 567-578
We propose that, in the pursuit of ongoing goals, optimistic expectations of future goal pursuit have greater impact on immediate actions than do less optimistic considerations, such as retrospections on past goal pursuit or less optimistic expectations. Further, we propose that the direction of...