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@article{Friedman:2026:jcr/ucaf063,
author = {Friedman, E and Voichek, G and Dhar, R},
doi = {jcr/ucaf063},
journal = {Journal of Consumer Research},
pages = {560--578},
title = {The (better) road not taken: setting a goal reduces switching to more effective alternatives},
url = {http://dx.doi.org/10.1093/jcr/ucaf063},
volume = {53},
year = {2026}
}
TY - JOUR
AB - We identify a novel way in which setting goals can backfire. In 13 studies and four supplemental studies, using both incentive-compatible and hypothetical designs across a range of domains, we demonstrate that setting an explicit goal and making progress towards it decreases the likelihood of switching to alternative means of pursuit. This occurs because means seem more effective relative to alternatives if they have been used to progress toward a reference point. Consistent with this mechanism, we show that the perceived effectiveness of the means used to pursue a goal, relative to an alternative, partially mediates the effect of setting a goal on the decision to switch means. Further, the effect occurs only after people make initial progress towards a specified reference point. Setting a goal does not decrease switching if people are reminded to consider the advantages of both the initial and alternative means. We conclude with a discussion of the theoretical and practical implications of our findings.
AU - Friedman,E
AU - Voichek,G
AU - Dhar,R
DO - jcr/ucaf063
EP - 578
PY - 2026///
SN - 0093-5301
SP - 560
TI - The (better) road not taken: setting a goal reduces switching to more effective alternatives
T2 - Journal of Consumer Research
UR - http://dx.doi.org/10.1093/jcr/ucaf063
UR - https://academic.oup.com/jcr/advance-article/doi/10.1093/jcr/ucaf063/8342497?login=false&guestAccessKey=
VL - 53
ER -