Lines in the Sand: The Role of Motivated Categorization in the Pursuit of Self-Control Goals

This research explores goal-related categorization processes as part of a three-phase model encompassing both antecedents (goal selection) and consequences (purchase likelihood). In each phase, we identify conditions under which self-control goals (indulgence or restriction goals) and trait self-control may either correspond or conflict. Three experiments demonstrate that when no trait-goal conflict occurs, categorization patterns and purchase intentions are consistent with self-control tendencies. However, when conflicts exist between trait self-control and goals, individuals engage in motivated categorization or revert to behaviors consistent with trait self-control. Interestingly, results suggest that either conflict resolution mechanism may undermine the likelihood of goal attainment. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..