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Marketers may proactively give customers personalized notices regarding their progress toward certain rewards as a means to stimulate ongoing behaviors. This paper aims to investigate the effect on customer repatronage intention by framed messages concerning either goal-distance or consequences of an action and it also seeks to identify important variables moderating those responses.

Five between-subjects experiments examined how participants’ repatronage intentions, in response to the framing of goal-distance (Study 1a) and consequences of an action (Study 2a), varied as a function of their level of progress toward goal completion and also tested if the framing effects might be attenuated when relationship benefit was high rather than low (Studies 1b and 2b). They further adopted perceived reciprocity as an underlying mechanism for examining the interplay between these two kinds of framing in stimulating ongoing behavior (Study 3).

Although messages which emphasized what individuals need to spend more to attain a reward (versus how short they are from earning a reward) or loss following inaction (versus gain following action) were likely to erode intention, such effects were confined to individuals with a moderate level of progress. This intention-eroding effect was further attenuated by attractive reward. The persuasive advantages of short-from-the-end framing of goal-distance over more-to-the-end counterparts were found to be diminished when paired with a loss-framed message concerning consequences of an action. Furthermore, the observed effects on intention were mediated by perceived reciprocity.

The studies add to the current understanding of how the way in which information is presented might enhance loyalty or fail to do so.

The present study aims to demonstrate that the volunteering licenses people to indulge in luxury purchase, and both heightened moral self-evaluation and reduced guilt mediate the effect of licensing on ratings of a luxury item by implementing three experimental studies. This study explained the moral licensing behavior using a passive goal guidance model: i.e., people license themselves to indulge when people perceive progress on one of their long-term goals.

In this paper, three experiments were used to test hypotheses.

The present paper is new in terms of three aspects. First, moral self-evaluation as a mediator is tested using a more stringent method in comparison to prior studies. Second, reduced guilt which had not yet been explicitly tested is established as a mediator. Third, the present study demonstrates that the passive goal guidance model as a valid theory in explaining the licensing behavior by showing that when people perceive progress in a long-term goal by helping others in need, they are more likely to engage in dysfunctional luxury brand purchases. Previous studies have used credentialing theory to explain this.

The present study established and confirmed that reduced guilt is a mediator in the licensing effect on the purchase of luxury items.

The transition from comprehensive school to either an academic or a vocational track and from academic track to tertiary education are the key educational transitions during adolescence and young adulthood in many European educational systems. The present chapter approaches engagement and disengagement during these key educational transitions in the context of the 4-C (channelling, choice, co-regulation, compensation) life-span model of motivation and phase-adequate engagement model. In accordance with the life-span model of motivation and the phase-adequate engagement model, school transitions are triggers that channel the engagement and disengagement processes. The former process reflects school-related engagement, whereas disengagement is a key element of the school-burnout process. Engagement in the school context is defined as a positive, fulfilling work-related state of mind characterized by vigor and energy, dedication, and absorption. School burnout comprises three dimensions in terms of exhaustion due to school demands: a cynical and detached attitude toward the school, feelings of inadequacy as a student, and disengagement. Cynicism is manifest in an indifferent or distal attitude toward school work in general, a loss of interest in it, and not seeing it as meaningful. Inadequacy refers to a diminished sense of competence, achievement, and accomplishment as a student.

Research on self-regulation has tended to focus on goal-related performance, with limited attention paid to individuals’ affect and the role it plays during the goal-striving process. In this chapter we discuss three mechanisms to integrate affect within a control theory-based self-regulation framework, and how such integrations inform future research concerning employee stress and well-being. Specifically, affect can be viewed as a result of velocity made toward one’s desired states at work. Fast progress results in positive affect, which enhances employee well-being and reduces the detrimental effects associated with exposure to occupational stressors. On the other hand, slow or no progress elicits negative affect, which induces employee distress. Second, affect can also be considered an input of self-regulation, such that employees are required to regulate their emotional displays at work. Employees who perform emotional labor compare their actual emotional display against the desired display prescribed by display rules. Third, affect can function as a situational disturbance, altering employees’ perceptions or assessments of the input, comparator, and output for other self-regulatory processes.

Searching for a job is an important process that influences short- and long-term career outcomes as well as well-being and psychological health. As such, job search research has grown tremendously over the last two decades. In this chapter, the authors provide an overview of prior research, discuss important trends in current research, and suggest areas for future research. The authors conceptualize the job search as an unfolding process (i.e., a process through which job seekers navigate through stages to achieve their goal of finding and accepting a job) in which job seekers engage in self-regulation behaviors. The authors contrast research that has taken a between-person, static approach with research that has taken a within-person, dynamic approach and highlight the importance of combining between- and within-person designs in order to have a more holistic understanding of the job search process. Finally, authors provide some recommendations for future research. Much remains to be learned about what influences job search self-regulation, and how job self-regulation influences job search and employment outcomes depending on individual, contextual, and environmental factors.

The main research questions addressed by this study focus on Subjective Well-Being (SWB) and to what extent the individual's SWB relates to the individual's need for personal growth. Specific interest is devoted to the effects of intentions (to have personal goals) and behavior (to achieve personal goals).

Can SWB and happiness research help to explain the tremendous growth in demanding amateur sport event participation? Most research on SWB and events has, so far been undertaken on cultural events leaving a gap related to sport events, especially obstacle running events. Bestial is an obstacle race event held in Arucas on Canary Islands, Spain. Apart from competitiveness, the race also contains elements of altruism as many competitors do help each other at various obstacles along the route, in groups (mainly) teams. A sample of 700 participants answered questions about behavior, attitudes and SWB.

The results show significant relations between SWB and both intentions and behavior but also that intentions and behavior are not correlated.

The “Bestial” is different from an average running event in some respects. It is a rather local event for Gran Canaria without international participation. For some participants it is more challenging and enduring but for others it is a team sport where one helps other team members to complete the race. In this study, these two types of participation have not been separated. The test of whether the SWB of participants is higher than the SWB of the average citizen is not satisfactory. Data for the average of SWB in Spain had to depend on a study from another year and where standard deviation was not available.

The results of this work are useful for event managers to improve their design and develop the most appropriate marketing messages.

The study aims for an explanation to why demanding physical activities, such as obstacle races, are so popular. In this study of obstacle race participation, hedonia is regarded as less relevant and focus is on eudaimonia and an assumption that participants in an obstacle race have a high SWB since they can feel that they make progress towards goals. One intended contribution of this study is to distinguish between “to have a goal” and “to progress towards a goal”. Thus, the model proposed is based on hypotheses that SWB is influenced by both. Two types of goals are studied: first a mainly individualistic goal of becoming physically fit and second a more altruistic goal of “becoming a better person”.

In the conclusions, the importance for a happy life of simply having goals for personal growth and the value of anticipation for happiness is discussed.

This research examines how construal level shapes the effectiveness of rational (vs emotional) messages for inducing cessation behaviors. Concrete mindsets foster self-improvement goals, whereas abstract mindsets boost self-relevance goals.

In four studies, this research examines the moderating role of construal level on health messages and the underlying mechanism of goal pursuit.

Results demonstrate that concrete (vs abstract) mindsets increase consumers’ intent to engage in cessation behaviors when exposed to rational (vs emotional) messages. Consistent with this study’s theorizing, the authors found that self-improvement goals underlie the effects for concrete mindsets, whereas self-relevance goals mediate the effects for abstract mindsets.

The reported effects are limited to health messages focusing on cessation behaviors.

This research can help public policymakers to design more effective health messages to foster specific cessation behaviors – quitting smoking and reducing drinking – focusing on concrete (vs abstract) mindsets and rational (vs emotional) messages.

This investigation highlights construal level as an important moderator for message appeals (rational vs emotional) on cessation behaviors, along with the underlying mechanism of goal pursuit, thus contributing to health marketing literature.

The process of occupational stress is dynamic, and thus must be conceptualized through an intraindividual perspective. Theories of self-regulation model feedback loops in goal pursuit and have meaningful implications for occupational well-being, from the task-level to years across the career span. In particular, discrepancy (the distance between one’s actual and desired states) and velocity (the speed at which one is moving towards a desired state) influence reactions in goal-striving. We extend theory bridging the self-regulation, occupational health, and career literatures by outlining the effects of discrepancy and velocity feedback for well-being, which we ground in cybernetic theories of stress, coping, and well-being. Further, we consider change at the macro scale by delimiting the impact of velocity, experienced in the pursuit of goals across Super’s (1980) career stages, on worker health. We conclude with a discussion of the theoretical and practical implications of velocity and health over the career stages.

The current study implies self-quantification to consumer behavior and investigates how self-quantification influences consumers' persistence intentions, then indicates the underlying mechanism and examines the role of sharing in social media context.

The hypotheses are tested by three experimental studies. In study 1, the authors test the main effect of self-quantification on persistence intentions and demonstrate goal specificity as the mediator. In study 2 and 3, the authors explore sharing and sharing audience as the moderators.

The current research demonstrates that quantifying personal performance increases consumers' persistence intentions because self-quantification makes the focal goal more specific. However, sharing self-quantification performance with others has a negative effect on the relationship between self-quantification and persistence intentions. Building on goal conflict theory, sharing diverts consumers' focus away from the goal itself and toward others' evaluation and judgment, which makes the focal goal more ambiguous. Moreover, the negative effect depends on who is the sharing audience. When consumers share with close others who hold a similar goal with them, the negative effect of sharing is dramatically reversed.

The present research offers guidelines to managers about how to design self-tracking system to increase user's engagement and how to establish social community on social media platform to motivate users' goal pursuit.

This study contributes to the research of self-quantification from consumer behavior perspective. It also enriches interactive marketing literature by broadening self-quantification relevant research from social interaction dimension.