The effect of temporal deadlines on the likelihood of engaging in anticipated and unanticipated goals.
Item
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Title
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The effect of temporal deadlines on the likelihood of engaging in anticipated and unanticipated goals.
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Identifier
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AAI3278410
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identifier
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3278410
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Creator
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Antonuk, Beth.
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Contributor
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Adviser: Lauren G. Block
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Date
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2007
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Language
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English
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Publisher
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City University of New York.
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Subject
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Business Administration, Marketing
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Abstract
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The present research considers conflict created by goals that are anticipated, such that time is allocated towards their pursuit due to their association with a temporal deadline, and those unanticipated goals that arise and compete for limited time resources. Such a situation requires prioritization as well as a coordination of effort directed towards one or more goals. While extant goal literature describes the tendency to permanently disengage from goals for which achievement is deemed infeasible, the process by which individuals prioritize concurrently activated goals that conflict due to limited time resources has not been addressed by prior research. This work explores such a process, whereby the decision to behave in line with one goal, relative to another, varies based on one's temporal position in reference to a deadline.;Three studies demonstrate support for the contention that the choice to engage in behavior directed towards an anticipated goal, relative to an unanticipated goal, varies based on proximity to a temporal constraint (i.e., the individual is early or late). More specifically, study findings show that individuals place priority on and intend to behave in line with an anticipated goal prior to reaching its deadline; on the other hand, individuals' unanticipated goals are more highly valued and are more likely to drive behavioral intentions once this point has been exceeded. This effect is accentuated when the consequences for exceeding the deadline are high, compared to low, and when the anticipated goal is of higher importance relative to the unanticipated goal. Support is found for an underlying affect regulatory process, whereby individuals seek to remedy the negative affect generated by a failure to behave in line with an anticipated goal by engaging in the unanticipated goal. Implications for goal theory and consumer behavior are considered.
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Type
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dissertation
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Source
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PQT Legacy CUNY.xlsx
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degree
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Ph.D.
