Goal Management in Sequential Choices: Consumer Choices for Others Are More Indulgent than Personal Choices
研究发现，当消费者为他人（家人或朋友）做序列选择时，会比为自己选择更放纵，因为他们更关注追求愉悦的目标。
What are the differences in exerting self-control in sequential choices when consumers choose for others (family or friends) rather than for themselves? Sequential choices represent an opportunity to manage the pursuit of one's multiple personal goals. Consumers typically manage these personal goals by combining indulgent and virtuous choices. When choosing for others, however, this is not the case. Consumers then focus on a pleasure-seeking goal, which leads to indulgent choices for others. Six experiments demonstrate this phenomenon and uncover conditions that encourage more virtuous choices for others. (c) 2010 by JOURNAL OF CONSUMER RESEARCH, Inc..